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Making the Brand: Behind the BadgeBrand truly has arrived when consumers are willing to spend their hard-earned disposable income on clothing, toys, housewares and anything that's not nailed down that bears the logo of their favorite liquid refreshment.
Licensing products that reach brand devotees during even the most beverage-free moments of their day long has been a key profit center and marketing vehicle in the beverage business.
Take the obvious example: Every few years or so a new line of Coca-Cola clothing shows up on department store racks just to keep shoppers from forgetting who's on top in the soft drink business.
At last count, The Coca-Cola company licensed its logo, bottle design and other easy identifiers for more than 10,000 products around the world.
If that seems astonishing, visit one of the dedicated Coke merchandise stores in New York, Atlanta or Las Vegas.
Part of what has made beverage behemoths like Coca-Cola so successful (aside from their knack for selling a few drinks), has been their ability to maintain consistent sense of brand identity and their unwillingness to ever sell that identity short. "It is important for brands to hold true to their identity," advises Charles Riotto, president of the International Licensing Industry Merchandisers' Association (LIMA, New York City).
"First and foremost, a brand is the promi
more: www.beverageworld.com/beveragewor... (510)
28/12/2004 | Viewed 16,875 time(s)
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