Tropicana – when branding goes terribly wrong Tropicana is a very famous juice brand that sells fruit juice worldwide. On January 9th 2009, the PepsiCo-owned brand decided to replace the existing packaging branding for its best-selling orange juice with…
A Change in Brand Strategy for Grossmünster Church Attracting visitors from all over the world – Zurich’s Grossmünster Church has become many things to many people. A tourist attraction for those on a religious pilgrimage to a community epicentre for…
The definition of ‘Brand positioning’ If you’re a marketer or an entrepreneur, you’ve probably heard about the concept of brand positioning. But if you feel like this concept remains too abstract and unclear, then this article is for…
Case Study: Superdry – Cheltenham, nothing to do with Japan Superdry is an international clothing label of SuperGroup plc., headquartered in Cheltenham, UK. We look at how branding was essential in the success of this label. We also look at how the…