Innocent Smoothies
Unit 6: Introducing Retail: Assessment A
What is branding?
Branding is the process involved in creating a distinctive look for a product or company to create desire and trust from the customers for the product or company. A way a company can use branding is by having a unique logo or motto because it’s a way for the public to recognise the brand. The name of the company is another method of branding, because if your company has a name that stands out from others it will catch people’s attention, and people will be familiar with what you’re talking about and who they are purchasing from.
There are 3 different types of branding: Product branding, service branding and corporate branding.
Product branding is a specific product for example Nike Air by Nike. It’s a unique part of branding because it’s a small part of the main brand.
Service Branding is a specific service by a brand for example iTunes by Apple as that is just a music downloading service, while Apple is a multi product company.
Corporate branding is a larger part of branding because it’s a brand that applies to a variety of products within one company, for example Malteasers are a part of the Mars Inc. corporate brand.
Branding in Action: Innocent Smoothies and Children In Need
This company was founded in 1998. They started with smoothies and from there expanded into food, juice and children’s smoothies. They concentrated on a health focus of their products contained 2 of your 5 a day. Innocent have about 78% market share.
Innocent smoothies use an angel with a halo with no mouth as their logo; they use this as their logo to persuade customers that their products are ‘innocent’ like angels and that they are good for you and your body. This logo is a significant part of the Innocent brand because they use a distinguishable logo; no other well known brand uses a smiley without a mouth and a halo. Innocent is also uniquely recognisable because its marketing is that it’s healthy and good
What is branding?
Branding is the process involved in creating a distinctive look for a product or company to create desire and trust from the customers for the product or company. A way a company can use branding is by having a unique logo or motto because it’s a way for the public to recognise the brand. The name of the company is another method of branding, because if your company has a name that stands out from others it will catch people’s attention, and people will be familiar with what you’re talking about and who they are purchasing from.
There are 3 different types of branding: Product branding, service branding and corporate branding.
Product branding is a specific product for example Nike Air by Nike. It’s a unique part of branding because it’s a small part of the main brand.
Service Branding is a specific service by a brand for example iTunes by Apple as that is just a music downloading service, while Apple is a multi product company.
Corporate branding is a larger part of branding because it’s a brand that applies to a variety of products within one company, for example Malteasers are a part of the Mars Inc. corporate brand.
Branding in Action: Innocent Smoothies and Children In Need
This company was founded in 1998. They started with smoothies and from there expanded into food, juice and children’s smoothies. They concentrated on a health focus of their products contained 2 of your 5 a day. Innocent have about 78% market share.
Innocent smoothies use an angel with a halo with no mouth as their logo; they use this as their logo to persuade customers that their products are ‘innocent’ like angels and that they are good for you and your body. This logo is a significant part of the Innocent brand because they use a distinguishable logo; no other well known brand uses a smiley without a mouth and a halo. Innocent is also uniquely recognisable because its marketing is that it’s healthy and good