Absolut Vodka - Brand Analysis

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Brand Management and Communication Professor Sandor Czellar May 2010

ABSOLUT VODKA - BRAND ANALYSIS

TEAM 8 Julien Bruderer David Fleury Matteo Giabbani Fabrizio Padula Jonathan Queloz

Brand Management and Communication

Absolut Vodka – Brand Analysis

TABLE OF CONTENTS

INTRODUCTION ............................................................................................................................ 3 1. FIRM PRESENTATION ............................................................................................................. 3 1.1 The origin of the name .......................................................................................................... 3 1.2 The new owner: Pernod-Ricard ............................................................................................ 3 1. BRAND ELEMENTS................................................................................................................ 4 2.1 Brand name .......................................................................................................................... 4 2.2 Logos and Symbols .............................................................................................................. 4 2.3 URL ...................................................................................................................................... 5 2.4 Characters ............................................................................................................................ 5 2.5 Slogan .................................................................................................................................. 5 2.6 The evolution of the Packaging............................................................................................. 5 2. 3. 4. 5. 6. BRAND ASSOCIATIONS ........................................................................................................ 6 BRAND POSITIONING............................................................................................................ 7 CORE BRAND VALUES ......................................................................................................... 8 BRAND MANTRA ................................................................................................................... 8 ABSOLUT BRAND COMMUNICATION .................................................................................. 9 7.1 Breaking the branding rules .................................................................................................. 9 7.2 Advertising leverage to art .................................................................................................... 9 7.3 A digital pioneer .................................................................................................................. 10 7.4 Responsible attitudes towards alcohol ................................................................................ 10 7. 8. 9. BRAND PERSONALITY ........................................................................................................ 11 BRANDING STRATEGY ....................................................................................................... 12 MANAGING THE BRAND OVER TIME ................................................................................. 13

10. MANAGING THE BRAND OVER MARKETS ........................................................................ 14 BRAND COMMUNICATION CONCLUSION ................................................................................ 14 BIBLIOGRAPHIE ......................................................................................................................... 15 APPENDIX ................................................................................................................................... 16

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Brand Management and Communication

Absolut Vodka – Brand Analysis

INTRODUCTION
The aim of this paper is to analyse the brand...
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