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  • Uri Feld Sindhu George Natalie Nathanson Nancy Rosas Jonathan Stone

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    Jonathan Stone
    24 Ansichten14 Seiten
    For a branding class, my project team was tasked with recommending a new product for a local rum company and to define a brand architecture. We chose to take a niche position with an endorsed brand. Calvados was an example product that we proposed fit this strategy. Endorsement is provided by bottle shape, label structure, as well as the American history theme. In addition to work throughout the project I provided all graphics and layout for the presentation slides shown below.

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    Final Branding Project

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    For a branding class, my project team was tasked with recommending a new product for a local rum company and to define a brand architecture. We chose to take a niche position with an endorsed brand. Calvados was an example product that we proposed fit this strategy. Endorsement is provided by bottle shape, label structure, as well as the American history theme. In addition to work throughout the project I provided all graphics and layout for the presentation slides shown below.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Als PPTX, PDF, TXT herunterladen oder online auf Scribd lesen
    Markieren Sie unangemessene Inhalte
    24 Ansichten14 Seiten

    Uri Feld Sindhu George Natalie Nathanson Nancy Rosas Jonathan Stone

    Hochgeladen von

    Jonathan Stone
    For a branding class, my project team was tasked with recommending a new product for a local rum company and to define a brand architecture. We chose to take a niche position with an endorsed brand. Calvados was an example product that we proposed fit this strategy. Endorsement is provided by bottle shape, label structure, as well as the American history theme. In addition to work throughout the project I provided all graphics and layout for the presentation slides shown below.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Als PPTX, PDF, TXT herunterladen oder online auf Scribd lesen
    Markieren Sie unangemessene Inhalte
    von 14

    Uri Feld Sindhu George Natalie Nathanson Nancy Rosas Jonathan Stone

    Brand Position Statement


    Appeal to audiences that appreciate savoring food and spirits, and who seek out only the highest quality items. Provides its customers with unique spirits paired with custom made complements, prioritizing sophistication over consistency.

    Current Privateer Brand


    Vision & Goal Be best in class Elevate product category Mid-range price Historical associations Commitment to quality Sophistication over consistency

    Go to Market Strategy

    Brand Position Strategy


    Alternatives Criteria Broad-based position Vision and goals for the brand Niche position Competitive strength Market potential
    Experts Connoisseur Foodie

    Luxury

    New Product Strategy


    Alternatives Portfolio Whiskey Niche spirit: Calvados Continue to introduce complements Criteria Strategic Fit Operational Fit Organizational Fit

    Brand Architecture Strategy


    Alternatives Branded House House of Brands Endorsed (shadow) Brands
    Privateer Silver Reserve Privateer True American

    Privateer Rum Shadow Endorsement by Privateer through Shared Elements Homestead Brandy

    Privateer International Holding Company

    Privateer Aged
    Homestead Apple Brandy Brand-3 Bitters 1 Brand-3 Bitters 2

    Criteria Association benefits Severability Implement-ability

    Brand-3 Bitters

    Final Recommendation
    Distinct endorsed brands
    Severable

    American history theme


    Ties products together

    Niche spirits
    Can be elevated and positioned

    Bartenders as brand champions

    Privateers current imagery is distinct on the shelf.

    American History Theme


    Bitters Circa 1850 Golden age of cocktails Elixirs Apple Brandy 17th century First settlers Used as currency

    Shared Elements, Perception


    Branding Elements Consistent Elements Name, Logo & American history Visual Identity reference Market Position High end foodie Brand Promise Personality Association & Partnership Distribution Distinct Elements Unique eras, visual iconography Can appeal to different age, gender, geographies High quality upheld across all brands Rooted in American history, each story to be unique and authentic Adherence to the core External partnerships values possible New distribution Can associate with channels approved different restaurants, centrally & bartenders geographies as a primary focus

    Execution Strategies
    Bartender relations
    Trade shows Community involvement Crowd-source recipes for signature drinks

    Promotional Items
    Coasters Storytelling

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