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ROADMAP

STAGE 1

b) Branding

Why Brand?

• Great brands command higher prices as consumers perceive that they are worth it

• Control of your own destiny versus a commodity that is driven exclusively by market forces.

• Continued investment helps to keep your brand relevant to your target market

A brand is the promise that you make to your consumer. The dynamic and highly competitive
drinks sector has attracted many new players ofering unique products with considerable
investment in branding. This has driven a need for brands that truly resonate with their consumer
target. It is essential to success that you diferentiate yourself clearly to stand out from the
competition. Brands such as Guinness, Jameson & Baileys have achieved iconic status in that
regard. They spend much time and resource on maintaining and growing their competitive edge
through consistent and highly relevant branding activities with their respective target markets.
Bringing unique experiences to consumers with your brand will signiicantly improve their attitude
towards your brand and the likelihood of your brand being chosen in that consumption occasion
again.

Great branding starts with a clear understanding of your consumers’ needs, derived from ‘Know
your Market’. It then uses this information to do the following:

1. Create a Unique Selling Proposition (USP) which positions your product in the best possible way to address the target
consumer’s needs and win their loyalty.
2. Explore ways to bring this USP to life for consumers and customers in a highly relevant and compelling way wherever the
brand shows up on shelf and in communications.

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