Naming And Packaging: Energy Drink Industry

A brand is a name, term, design, symbol, or any other feature that identifies one seller 's good or service

Branding is about establishing an image of how you would like to be seen and thought of by others. In business, for instance, those people are usually consumers. In other words, companies want clients to think of them in a positive light so they purchase their products.

1. Branding: This strategy involves creating a unique product identity, which customers can easily relate with and attach high quality. Branding is the process of creating an image or idea of a product or service in the market arena, which increases the demand for such product. It may include changing the packaging, creating brand names and improving

Corporate brands may develop co-branding relationships in order to redefine brand identity. Brands are not only used to identify and differentiate products. Nowadays, brands identify services, organisations, art, ideas, people, places, etc. Corporate branding is the concept of the marketing efforts undergone to represent a corporation’s system of values; it is the expression of

Manras (Brand and its Importance, 2011) defines brand as a sign, symbol, name, term or design or a mixture of them, which is designed to recognize the goods and services of one seller or group of sellers and to differentiate them from the competitors. Do not stop at tangible aspects, a brand also implies emotional one, such as personality, value, attitude and a story behind the brand.

Branding is one of the most important aspects of any business structure. Your brand is meant to increase the competiveness against your company. “your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates

Many successful companies use essential marketing tools. Branding is one of the most important. Marketing is another tool that is paramount to a brand’s success and stimulates consumer demand of product. Branding has a powerful influence on the manner of which people perceive how companies spend each and every year to develop a brand’s image, shines light on the significance of branding. The influence branding has created impacts everything about the product.

According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.

What are energy drinks? Cola and coffee drinks have long been promoted and known as "energy" drinks - meant to give you a little pick me up, mostly in the form of caffeine and sugar. Jolt Cola in the 80s was one of the early entries in the "energy drink" market, with double the caffeine of normal colas, it was marketed towards teens and college students as a way to get an energy edge and keep you awake and energized. Their slogan, in fact, was "twice the caffeine". Jolt has in fact recently been reincarnated given the success of other energy drinks. What are the most popular energy drinks? Red Bull, created by an Austrian company, really defined the category, and was launched in Europe in the late 1980s. Their

“name, term, sign, symbol or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”.

Energy drinks have outperformed the growth in carbonates in the last few years, and present a substantial opportunity for beverage manufacturers to extract further growth from their sales. There are many driving forces of change and critical success factors in the energy drink industry. Companies such as Coke Cola and Pepsi contend with criticism from health officials due to the excessive caffeine in most high-energy drinks. However, before the 2000’s consumers were accustomed to carbonated soft drinks as the traditional beverage. The shift to an energy drink, sports drink, and vitamin enhanced waters increased sales while becoming an alternative beverage choice for a fast-paced mobile society. Therefore, this industry endures many

-Initial choices for the brand elements or identities making up the brand (brand names, URLs, logos, symbols,

Marketing is the process of creating, communicating and delivering benefits that have value for customers (Johnston, 2015). Branding is the process of creating a unique name and image for the product in consumers’ mind (BusinessDictionary.com). A good marketing and branding strategy helps the organizations to create products and services with best chances of making profits, set apart from your competitors, customer satisfaction, and greater sales motivates the employees to achieve more. Principles of branding are differentiation, focus, simplicity, consistency, and visual appeal. The two main theories/principles used in marketing are McCarthy’s 4 Ps and Porter’s 5 forces.

An energy drink sold by an austrian company in which it contained caffeine as the principal ingredient and was introduced in the lives of many professional athletes, late-night workers, college students, gamers and everyday adults. All these consumers have an explicit connection to, Red Bull, the most sold energy drink in the world. Their connection to the energy-reviving beverage, countless hours spent on daily routines continuously repeated and within the daily lives of average people who work or study to provide several necessities to the people who they work for such as income for their families, bosses or companies. Therefore, an innovative beverage was created in order to maintain performance during countless hours of energy draining progress. Dietrich Mateschitz, the founder of Red Bull, who in the 1980’s “He created the formula of Red Bull Energy Drink and developed the unique marketing concept of Red Bull” (Red Bull Website), experimentation with several ingredients and finally establishing the formula for the Red Bull energy drink which first sold on April 1, 1987 in Austria. Since, it was released it has sold over 62 billion cans and became a widely recognized energy drink and “ was not only the launch of a completely new product” but “was in fact it was the birth of a totally new product category”.This product is “fuel” for the hard working average person of the world, and its purpose is to maintain performance, the day feeling energized, and opposite feeling of

Marketing Management, 14e (Kotler/Keller) Chapter 9 Creating Brand Equity 1) The first step in the strategic brand management process is ________. A) measuring consumer brand loyalty B) identifying and establishing brand positioning C) planning and implementing brand marketing D) measuring and interpreting brand performance E) growing and sustaining brand value Answer: B Page Ref: 241 Objective: 1 AACSB: Analytic skills Difficulty: Easy 2) The American Marketing Association defines a ________ as "a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors." A) copyright B) trademark C) slogan D) brand E)