Beverage branding is the marketing strategy of giving a unique brand name to each drink in a portfolio and contrasts with family branding, corporate branding or umbrella branding wherein products fall under a single overarching brand name. The advantage of beverage branding is that each product has a unique image and identity. This fact enables companies to give a custom fit to the positioning of each product, highlighting their own products and differentiating them from those of other sellers.
For a company, successful branding leads target customers to choose their product or service over the competition. Good branding achieves the following objectives:
Delivers the message clearly
Motivates the buyer
Secures buyer loyalty
Branding success depends on understanding the needs and wants of customers and prospects. Companies should integrate brand strategies at every point of their contact with the public so that the brand comes to reside within the hearts and minds of customers, clients and prospects. The brand is the sum total of their experiences and perceptions, some of which influence and some that do not. It is a foundational piece in marketing communication and the source of promise to consumers. In today's market, a strong drink brand is invaluable in the intense battle for customers. It is necessary to devote time to researching, defining and building it.