Branding Research

What is a brand?

A brand is a unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. Over time, this image becomes associated with a level of credibility, quality, and satisfaction in the consumer’s mind. Thus brands help harried consumers in crowded and complex marketplace, by standing for certain benefits and value. Legal name for a brand is trademark and, when it identifies or represents a firm, it is called a brand name. See also corporate identity.

Brand identity can:

  • Create a unique look for business
  • Improve brand awareness
  • Encourage employees to do better
  • Achieve loyal buyers

Strong brand identity leads to:

  • Brand loyalty and trust.
  • Brand preference.
  • High credibility.
  • Good financial returns.

Example: Lucozade

Image result for lucozade logo

 

Market

The UK total cold drinks market is large and competitive. As a result, the market can be an ever-evolving test for brands that wish to continue to grow in a category that is currently worth £3.55bn.

The energy drink category continues to grow at pace with brand extensions and new entrants to the market emerging every year. This represents both a challenge and an opportunity for the category’s leading brands.

Achievements

Launched in 1927 as a provider of energy during recovery from illness, Lucozade is the original energy drink and has been the category driver ever since. Lucozade Energy is currently the category leader with sales worth £150 million in 2003.

In 1982 Lucozade was repositioned from a drink that aided recovery to a drink that replaced lost energy. As a result of this, together with strong advertising and new product development, the brand has consistently enjoyed over 10% year-on-year growth throughout the decade, cementing its position as the clear category leader.

Further innovation followed in 2003 with the launch of Lucozade Sport Hydro Active, a new fitness water specially designed for exercisers and gym-goers.

History of Lucozade

The 1950s and 1960s saw Lucozade begin heavyweight national advertising support. The result was classic advertising of the age depicting sick children enjoying the ‘nice part of being ill’.

In 1990 the Lucozade brand diversified further with the launch of Lucozade Sport, a range of isotonic sports drinks. In balance with your natural body fluids, the brand promised to ‘get to your thirst, fast’. Lucozade Sport was the first brand to launch with a sports sponsorship deal namely British Athletics and the FA Carling Premiership and continues to be endorsed by some of Britain’s leading athletes including Michael Owen and Jonny Wilkinson.

Product

Since its launch in 1927 Lucozade has remained at the cutting edge of energy provision with improved formulations, new products, scientific development and, for Lucozade Sport, research in the Lucozade Sport Science Academy.

Lucozade provides a number of different products in its range to cater for all energy and hydration needs: Lucozade Energy, Lucozade Sport and Lucozade Sport Hydro Active.

Lucozade Energy, the original energy product, is a carbonated glucose drink that is a fast and effective provider of energy to the body and brain. It is available in its classic Original flavour as well as in Tropical, Lemon, Orange, Citrus Clear and new Wild Berry, available since April 2004.

Lucozade Sport is an isotonic sports drink that helps boost performance when consumed before, during and after sport. As a crucial part of sporting preparation, Lucozade Sport comes in a number of flavours: Orange, Lemon, Mixed Citrus and Berry.

Promotion

The Lucozade brand has a history of bold, memorable and iconic advertising. Heavyweight advertising started in the 1950s and 1960s

It was in the 1980s, however, that Lucozade advertising really came into its own with the famous and groundbreaking Daley Thompson campaign.

As the Olympic gold medal winning decathlete, Daley was an ideal embodiment of someone who needed seemingly limitless amounts of energy in order to perform and the campaign, along with its stirring Iron Maiden soundtrack, is still remembered fondly by people today.

The message is simple – whatever your level or sport, preparation is key, and Lucozade Sport is an essential part of this. Lucozade Sport Hydro Active’s advertising is different again. The iconic campaign features a female figure made of water running, flipping, diving and swimming.

Brand Values

Whilst Lucozade’s image may have changed since 1927, Lucozade has remained a trusted brand that people have relied on for times when they need energy. Constantly testing and developing new ways to help people with their energy and performance needs.

Lucozade is a bold and dynamic brand, with an independence of spirit, a ‘can-do’ attitude and a ‘never-say-die’ approach to life, which is coupled with its rich heritage in health, and convalescence. As a result, consumers have a warmth of feeling for the brand not typically associated with the energy drink category.

For Lucozade Sport, the values are closer to those of a real sportsman. The brand is gutsy and committed and truly savvy, offering real performance benefits. Magic doesn’t work with sports participants: they want to know what Lucozade Sport will actually do for their performance on the field.

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