Final - Brand Management.pdf

The bottle caps pops when opened which is relevant to

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handmade locally in a NYC distillery. The bottle caps pops when opened which is relevant to their name and slogan. However, it’s hard to be persuasive because Absolut Vodka did a series where their bottles features dozens of different packaging designs that were collaborations with artists. Their parity is the collaborative effort they make with artists, it’s handmade and their price point is competitive. The differentiation is that it’s carbonated which is an interesting concept. Their target market is millenials who are artistic, freethinkers, carefree, go to Coachella and love music. They are utilizing social media to connect with their target market and make a colorful instagram feed which is on par with their overall brand concept. Their website URL: Pop.com is persuasive, relevant and effective because it is short and easy to remember. The print ads for the brand are effective because they resonate with the brand’s colorful packaging design and aesthetic. The brand extension would be flavors and is effective and feels like the next step because they could be used as mixers.
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Conclusion: Overall, each group had an interesting brand concept and tried to bring something new to the table. However, some brands like the fragrance and alcohol were too close to other brands already on the market. In the real world, it will be hard to differentiate themselves and take off if there is already a brand just like theirs. The brand with the most effective overall presentation to me was Gia, the soap brand. Their brand concept of the yin and yang philosophy combined with the duality of a soap bar was impressive. I liked that not only was the product functional but the brand itself was well-thought out and relevant to was is trendy today. They not only had a great product to put on the market but their brand felt authentic and not messy. Also, a soap bar could be an easy product to roll-out through online first to test out and gain a following then be distributed in places like Target.
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