evian brand identity prism as a part of brand management-alkesh dinesh mody institute

Brand Identity Prism-Kartik Mehta (50)-Ashish Ramekar (76)

IS BRANDING IMPORTANT FOR “WATER”

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“In a lot of categories, you can duplicate products and get an edge on quality or attributes, but that edge can be shaved off very quickly by competitors. In the water category, there is no technological superiority. The only thing that differentiates one water from the next is the brand.”

-Chiranjeev kohil, professor of marketing at California state university.

Marketing experts say that a commodity such as water can be branded effectively. The key is differentiation, but that’s also the challenge. After all, water is water. The source of the water provides a good foundation for differentiation,” says rob frankel, a branding consultant.

“Evian is from the alps, arrowhead is from the mountains in California, etc. If you’re going to tap into the brand culture, so to speak, you start with the singularity of the source.”

LET’S SEE HOW THEY DID IT...SOMETHING DIFFERENTLY !!

“SELF-IMAGE”&

“RELATIONSHIP”

HOW THEY “REFLECTED THEIR BRAND” ON

CONSUMER’SMIND & HEART

CULTURE

Forever Young..&

Live Happy(Full of enthusiasm)

Key takeout for Marketers

Brand Identity Prism

CONCLUSION

Evian is the most famous still water in the French market, as it's also in the rest of the world. It has a premium status in the market, and usually is three times more expensive than other brands of spring water in France

It's relevant to mention that Evian, as a global brand, has an strong esteem in its country of origin and is considered a strong local brand, which may have helped in its success as a global brand.

Consumers in France have known Evian for many years and have developed a close relationship with it as compared to other local bottled water brands.

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