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…
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…