Snapple Case Study

Brand Identity

The base of pyramid lies Brand Salience, measuring the breadth and depth of Brand awareness. This can be address in two aspects brand recognition and brand recall. The product identity contributes from the brand element. Snapple serves its drinks in a unique wide-mouthed glass bottle and cover with noticeable and colourful labelling. Its uniqueness makes it very appealing to consumers and ease in recognition of the brand. The name “Snapple” is very catchy and can be easily retrived from memory. Also, the slogan “Made from the Best Stuff on Earth” reinforce the healthy and honest element of the brand. Consumer “needs” of Snapple often araise for refreshment and solve as thrist quencher. Snapple are easily recall under ready-to-drink category, especially for those health-oriented consumer given Snapple is ranked higher in their evoked set.

Brand Meaning

Brand Meaning can be discussed in two aspects; one is brand performance, relating to functionality of product, while the other is brand imagery, relating to extrinsic properties of product.

As the ready-to-drink beverage, Snapple Brand performance provides consumers with instant gratification. It is accessible, compact, and convenience. Snapple has established itelf as a luxury beverage, thus product is priced at premium in which it helps to reinforce the high quality of the product; moreover, not only Snapple offers up to 52 diverse flavours to consumers but it also assures its quality by import teas from India and leveraging off India’s specialty in production of teas.

Additionally, Snapple own brand imagery of fun and honest by market towards the 18-to-30 years old, appearing as exciting and real because it actively promotes the consumers’ value of health benefits and well being, thus establishing the wholesome brand personality for Snapple. By enhancing the New York Yankees, an appropriate match given the Brooklyn roots, the essence of “Brooklyn” is imparted through the Snapple...