Absolut Vodka - Brand Analysis
Brand Management and Communication Professor Sandor Czellar May 2010
ABSOLUT VODKA - BRAND ANALYSIS
TEAM 8 Julien Bruderer David Fleury Matteo Giabbani Fabrizio Padula Jonathan Queloz
Brand Management and Communication
Absolut Vodka – Brand Analysis
TABLE OF CONTENTS
INTRODUCTION ............................................................................................................................ 3 1. FIRM PRESENTATION ............................................................................................................. 3 1.1 The origin of the name .......................................................................................................... 3 1.2 The new owner: Pernod-Ricard ............................................................................................ 3 1. BRAND ELEMENTS................................................................................................................ 4 2.1 Brand name .......................................................................................................................... 4 2.2 Logos and Symbols .............................................................................................................. 4 2.3 URL ...................................................................................................................................... 5 2.4 Characters ............................................................................................................................ 5 2.5 Slogan .................................................................................................................................. 5 2.6 The evolution of the Packaging............................................................................................. 5 2. 3. 4. 5. 6. BRAND ASSOCIATIONS ........................................................................................................ 6 BRAND
ABSOLUT VODKA - BRAND ANALYSIS
TEAM 8 Julien Bruderer David Fleury Matteo Giabbani Fabrizio Padula Jonathan Queloz
Brand Management and Communication
Absolut Vodka – Brand Analysis
TABLE OF CONTENTS
INTRODUCTION ............................................................................................................................ 3 1. FIRM PRESENTATION ............................................................................................................. 3 1.1 The origin of the name .......................................................................................................... 3 1.2 The new owner: Pernod-Ricard ............................................................................................ 3 1. BRAND ELEMENTS................................................................................................................ 4 2.1 Brand name .......................................................................................................................... 4 2.2 Logos and Symbols .............................................................................................................. 4 2.3 URL ...................................................................................................................................... 5 2.4 Characters ............................................................................................................................ 5 2.5 Slogan .................................................................................................................................. 5 2.6 The evolution of the Packaging............................................................................................. 5 2. 3. 4. 5. 6. BRAND ASSOCIATIONS ........................................................................................................ 6 BRAND