BRANDS AND BRANDING: RESEARCH FINDINGS AND FUTURE PRIORITIES
Snapple Brand Equity Analysis The brand Snapple originated in New York in 1972, starting as an ‘underground favourite’, it grew to become a nationally recognised brand, obtaining strong consumer mind share .Snapple created and is part of the ‘new age’ category of non- carbonated natural ready to drink beverages, comprised of various juice flavours and iced teas. (Snapple Group, 2012).
Snapple remains a dominant player in the ‘new age’ beverage category despite challenges of violent competition from other brands, other beverage categories and an inconsistency in ownership which caused some drop (Keller, 2007, p.329). Good understanding of consumer needs and good targeting has enabled their success. Brand equity, is positive due to strong consumer brand knowledge based on successful brand awareness, including higher recall and recognition of the Snapple brand. Also, the brand image built in consumers’ minds is positive due to Snapple’s strong, favourable and unique associations with various attributes, benefits and general consumer attitudes. Finally equity was built through careful orchestration of various brand elements, (Keller, 2007a). Snapple’s Target market
Snapple understood consumer’s needs and potential of a growing health conscious market and targeted accordingly. Firstly, Snapple targeted according to lifestyle by directing marketing towards health-seeking individuals. Strategic geographic targeting launched Snapple on the USA East and West Coasts where demand for the product category was higher. Snapple also targeted demographically by age and gender, directing marketing efforts at male and female teens and 18 to 30 year olds. (Snapple Group, 2012). Targeting Generation ‘Y’, Snapple identified that these consumers generally selected beverages based on fashion, taste and status’ (Keller, 2007, p.332) and developed their brand equity and marketing programs accordingly. (Schiff man, et.al, 2005)
Positioning
Snapple is distinctly
Snapple remains a dominant player in the ‘new age’ beverage category despite challenges of violent competition from other brands, other beverage categories and an inconsistency in ownership which caused some drop (Keller, 2007, p.329). Good understanding of consumer needs and good targeting has enabled their success. Brand equity, is positive due to strong consumer brand knowledge based on successful brand awareness, including higher recall and recognition of the Snapple brand. Also, the brand image built in consumers’ minds is positive due to Snapple’s strong, favourable and unique associations with various attributes, benefits and general consumer attitudes. Finally equity was built through careful orchestration of various brand elements, (Keller, 2007a). Snapple’s Target market
Snapple understood consumer’s needs and potential of a growing health conscious market and targeted accordingly. Firstly, Snapple targeted according to lifestyle by directing marketing towards health-seeking individuals. Strategic geographic targeting launched Snapple on the USA East and West Coasts where demand for the product category was higher. Snapple also targeted demographically by age and gender, directing marketing efforts at male and female teens and 18 to 30 year olds. (Snapple Group, 2012). Targeting Generation ‘Y’, Snapple identified that these consumers generally selected beverages based on fashion, taste and status’ (Keller, 2007, p.332) and developed their brand equity and marketing programs accordingly. (Schiff man, et.al, 2005)
Positioning
Snapple is distinctly
References: Keller, K.L (2008). Strategic Brand Management: Building, Measuring and Managing Brand Equity.4rd Ed. New Jersey: Pearson Prentice Hall. p48. Schiffman, L, O’Cass, A, Paladino, A, D’Alessandro, S & Bednall, D.(2005). Keller, K.L (2007). Lessons from the World’s Strongest Brands.3rd Ed. New Jersey: Pearson Prentice Hall. p329. Keller, K.L (2007). Lessons from the World’s Strongest Brands.3rd Ed. New Jersey: Pearson Prentice Hall. p331. Keller, K.L (2007). Lessons from the World’s Strongest Brands.3rd Ed. New Jersey: Pearson Prentice Hall. p332. Keller, K.L (2007). Lessons from the World’s Strongest Brands.3rd Ed. New Jersey: Pearson Prentice Hall. p341. Keller, K.L (2007). Lessons from the World’s Strongest Brands.3rd Ed. New Jersey: Pearson Prentice Hall. p342. Young.LD. (2012). History. Available: http://www.snapple.com/history. Last accessed 31.01.2014. Snapple Group. (2012).Our Brand. Available: http://www.drpeppersnapplegroup.com/brands/. Last accessed 31.01.2014. Snapple Group. (2012). Our Company. Available: http://www.drpeppersnapplegroup.com/company/. Last accessed 31.01.2014. Snapple Group. (2012). ACTION Nation: Taking Action. Improving Communities.Available:http://www.drpeppersnapplegroup.com/values/philanthropy/. Last accessed 31.01.2014. Snapple Group. (2012). Our Mission. Available: http://www.drpeppersnapplegroup.com/company/mission/. Last accessed 31.01.2014. Snapple Group. (2012). Our Strategy. Available: http://www.http://investor.drpeppersnapplegroup.com/strategy.cfm. Last accessed 31.01.2014.