Dockers and Snapple Branding
Dockers and Snapple - Branding Elements and Marketing Programs
Differences
Adaptability – Starting with Docker’s, Levi Strauss & Co. was able to adapt their brands, more so than Snapple, in response to changes in consumer values, opinions and the need to for their product to remain contemporary relevant (Keller, 2008a, pg. 143). The Dockers brand was the first casual pant of its kind and over the years changed to include wrinkle free, khakis and stain defender technology to compete with various clothing manufacturers by offering consumers high-fashion and high-tech styles (Keller, 2008b). As the brand evolved, Dockers also updated their slogans to enhance the new brand image, which helped the consumer to grasp the meaning of the brand (Keller, 2008a, pg. 159). For example when Docker’s switch from “Nice Pants” to “Dress to Live”, the new slogan represented Dockers recently expanded product offerings, going past just pants and helped to make consumers aware of the new clothing items (Keller, 2008b, pg. 217).
Characters – Docker’s focused their ads on being about the “average Joe” and created relatable advertising focusing on the sociability of mean wearing the pants (Keller, 2008b, pg. 207). Whereas, Snapple used tactics to differentiate the company from its competitors with successful campaigns centering on Wendy Kaufman and later signing spokesmen like Rush Limbaugh and Howard Stern (Keller, 2008b). The use of these characters contributed to the memorability and meaningfulness of the brand. Wendy, Rush and Howard helped Snapple to break through the marketplace clutter to enhance likeability and create fun and interesting brand perceptions about Snapple (Keller, 2008a, pg. 159).
Similarities
Pricing Strategy - Both Snapple and Dockers set specific pricing to build brand equity. Dockers came into the market, competing against high priced dress slacks and wanted the price of $32 for a pair of pants to reflect the brand as being accessible and affordable
Differences
Adaptability – Starting with Docker’s, Levi Strauss & Co. was able to adapt their brands, more so than Snapple, in response to changes in consumer values, opinions and the need to for their product to remain contemporary relevant (Keller, 2008a, pg. 143). The Dockers brand was the first casual pant of its kind and over the years changed to include wrinkle free, khakis and stain defender technology to compete with various clothing manufacturers by offering consumers high-fashion and high-tech styles (Keller, 2008b). As the brand evolved, Dockers also updated their slogans to enhance the new brand image, which helped the consumer to grasp the meaning of the brand (Keller, 2008a, pg. 159). For example when Docker’s switch from “Nice Pants” to “Dress to Live”, the new slogan represented Dockers recently expanded product offerings, going past just pants and helped to make consumers aware of the new clothing items (Keller, 2008b, pg. 217).
Characters – Docker’s focused their ads on being about the “average Joe” and created relatable advertising focusing on the sociability of mean wearing the pants (Keller, 2008b, pg. 207). Whereas, Snapple used tactics to differentiate the company from its competitors with successful campaigns centering on Wendy Kaufman and later signing spokesmen like Rush Limbaugh and Howard Stern (Keller, 2008b). The use of these characters contributed to the memorability and meaningfulness of the brand. Wendy, Rush and Howard helped Snapple to break through the marketplace clutter to enhance likeability and create fun and interesting brand perceptions about Snapple (Keller, 2008a, pg. 159).
Similarities
Pricing Strategy - Both Snapple and Dockers set specific pricing to build brand equity. Dockers came into the market, competing against high priced dress slacks and wanted the price of $32 for a pair of pants to reflect the brand as being accessible and affordable