Brand Resonance Pyramid

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Presentation transcript:

Brand Resonance Pyramid Orangina Brand Resonance Pyramid Strong brand resonance : Orangina is among the most well know beverages on the French soda market, strong customer loyalty. Resonance Salience Performance Imagery 4. WHAT ABOUT YOU AND ME ? Sensuality, well-being, « Orangina experience », self confidence Quality orange soda : The Orangina taste/bottle are strongly recognizable and the customer is not disappointed 3. WHAT ABOUT YOU ? High performance : High tenure in fruit (12%), fruit pulp, less sugar Judgements Feelings Sensual image, experience creating, self-fulfilling, funny 2. WHAT ARE YOU ? 1. WHO ARE YOU ? High brand awareness : strong historical inheritance High recognition and recall on the fruit soda market : strong French brand

Brand Resonance Pyramid Fanta Brand Resonance Pyramid Strong brand resonance : Fanta is among the most well know beverages on the French soda market. Strong customer loyalty amongst teens Resonance Salience Performance Imagery Fun, excitement, belonging to a community, reassuring, social approval Quality orange soda : Fanta taste and color strongly recognizable. Teens beverage : mothers are purchasers and care about quality 4. WHAT ABOUT YOU AND ME ? Good performance : High tenure in fruit (12%), no pulp, natural colorants. No use of sugar but criticism on the use of aspartam : nuances credibility 3. WHAT ABOUT YOU ? Judgements Feelings Consuming a common experience, less serious, teenager drink 2. WHAT ARE YOU ? 1. WHO ARE YOU ? High brand awareness : strong historical inheritance. Redefined its positioning : stronger awareness among teens . High recognition and recall on the fruit soda market : strong French brand