Sunday, September 8, 2019
Case Study Essay Example | Topics and Well Written Essays - 4000 words
Case Study - Essay Example ng on this, Aaker (1992) contends that, brand equity is a combination of assets such as loyalty, awareness, and perceived quality with brand associations. This study focuses on the case study of Snapple as a brand. The paper is subdivided in to four different sections with each section addressing a specific question. The fifth part of the paper however provides the conclusion and recommendation of the study. Positioning products in peopleÃ¢â¬â¢s minds and making them attractive to market segments requires careful formulation of the marketing mix. Getting the right blend of the product, promotion price and distribution is essential to put the carefully carried out analysis into operation. The aim is to portray an image for the product or service that will match with how one wants the product to be visualized in peopleÃ¢â¬â¢s mine. Following Keller (2003) brand equity model, modernity should be reflected in the design, aesthetic, or ergonomic aspects of a brand. Snapple brand should has the same style, features and characteristics that help consumers get value for their money. With these, all products are position and identify under the brand name Ã¢â¬Å"Snapple.Ã¢â¬ To gain the loyalty of the customers, SnappleÃ¢â¬â¢s vision is not necessarily about what others are doing. ItÃ¢â¬â¢s about bringing to market products that capture the imaginations of consumers and enhance their lives in the process2. It brand features are associated with amateurish approach to marketing, it distribution strategies, and unconventional marketing. The company through its brand extension emphasizes on supprises. Other brand related features that accelerated the development of the brand equity include, the brand natural ingredients, No artificial preservatives or additives, real taste, hot filled processing and upscale packagi ng that conveys quality. Brand elements are the trademarks, logos be it visual or audio and any other methods used by a company to trigger response or feedback from the public.