Case Study Snapple
How would you characterize Snapple’s brand image? What are the sources of its Brand equity?
Snapple’s brand is a customer-based brand. Snapple is the first company to produce a complete line of all-natural beverages and they were “made from the best stuff on earth.” In 1980, Snapple created the non-carbonated ready-to-drink beverages with fruit juices and iced teas. Snapple brand equity:
Customers love Snapple
The name of “Snapple” is attractive
Quirky Logo and packaging
Word-of mouth advertising
Advertisement with Wendy “the Snapple Lady” is very special
Where did Quaker go wrong? What might they have done differently?
In 1994, Quaker bought Snapple for $1.7 billion. Quaker made some changes from original markets: reduced number of
Snapple’s brand is a customer-based brand. Snapple is the first company to produce a complete line of all-natural beverages and they were “made from the best stuff on earth.” In 1980, Snapple created the non-carbonated ready-to-drink beverages with fruit juices and iced teas. Snapple brand equity:
Customers love Snapple
The name of “Snapple” is attractive
Quirky Logo and packaging
Word-of mouth advertising
Advertisement with Wendy “the Snapple Lady” is very special
Where did Quaker go wrong? What might they have done differently?
In 1994, Quaker bought Snapple for $1.7 billion. Quaker made some changes from original markets: reduced number of