Case Study Of Angostura Aromatic Biters
Researchers found that brand external communication began in the 1700’s starting with the copyrights for written material and in the 1800’s expanding to include the registration of labels, then incorporating patents, then trademarks, evolving further to include trademarks registered as design patents (Mason-Jones D.R. & Towill, 2012) and transformed even more in the 1900s to integrate marketing (Pressey, 2015), branding (Lofgren, 2014) and public relations(Szondi, 2010). In one study, researchers found that branding, which was synonymous with trademarks such as labels and brand names, has transcended that definition to incorporate the brand’s worth and ability to meet the consumer’s psychological needs (Mason-Jones D.R. & Towill, 2012). The
…show more content…
Johann G. B. Siegert, a German medical doctor who migrated to Venezuela (Mclafferty, 2015); one faction of Dr Siegert’s customers were naval officers who used the bitters as a remedy for sea-sickness; they also mixed it with gin creating the cocktail called “Pink Gin” (Barnett, 2012). The bitters along with other bitters as well as Coca Cola and Pepsi Cola were marketed as medicine (Pressey, 2015) until the implementation of the federal drug legislation in 1906 to 1948 which stipulated that all medication must list its contents on their labels (Hudson, 1973). One of the most enduring characteristics of Angostura Aromatic Bitters was its secret ingredients which continued to remain a secret for its 200 years of existence, the product has survived even when other bitters existing around the time of its emergence faded away, recreating its identity from medicine to being a beverage and food flavour enhancer (Conaway, 2009). Angostura Aromatic Bitters has monopolized the bitters market for many years because of its branding evolution over time; it, therefore, became a versatile product with the potential to appeal to a more diverse consumer base than its competitors. Angostura had capitalised on this longevity in the market place in branding its bitters. Notably, although at the end of 2016 Angostura …show more content…
1984); using branded giveaways such as coasters; activations at local events; sale of recipe book for cocktails mixed with Angostura Aromatic Bitters; and sponsorships of scholarships for tertiary level studies. Public relations for Angostura Aromatic Bitters has been centred around the quality of the product such as publicizing awards achieved for product quality; widespread use of the product including the being a Royal Warrant Holder for Queen Elizabeth II and promoting the bad through mixologist brand (The House of Angostura Est. 1984). However, the lack of an adequate feedback loop in public relations of Angostura Aromatic Bitters does not allow consumers make suggestions for product improvement and the lack of an integrated external communication dive limits the utility of feedback received from customers. One method of revamping external communications at The House of Angostura is by recruiting a Business Psychologist on the communications team to reshape the external communication planning and implementation. By incorporating empirical psychological research into communications, response to external communication can be more efficient and effective, that is impact could be more profound. Moreover, although Angostura Aromatic Bitters seemed to develop brand equity, the
Johann G. B. Siegert, a German medical doctor who migrated to Venezuela (Mclafferty, 2015); one faction of Dr Siegert’s customers were naval officers who used the bitters as a remedy for sea-sickness; they also mixed it with gin creating the cocktail called “Pink Gin” (Barnett, 2012). The bitters along with other bitters as well as Coca Cola and Pepsi Cola were marketed as medicine (Pressey, 2015) until the implementation of the federal drug legislation in 1906 to 1948 which stipulated that all medication must list its contents on their labels (Hudson, 1973). One of the most enduring characteristics of Angostura Aromatic Bitters was its secret ingredients which continued to remain a secret for its 200 years of existence, the product has survived even when other bitters existing around the time of its emergence faded away, recreating its identity from medicine to being a beverage and food flavour enhancer (Conaway, 2009). Angostura Aromatic Bitters has monopolized the bitters market for many years because of its branding evolution over time; it, therefore, became a versatile product with the potential to appeal to a more diverse consumer base than its competitors. Angostura had capitalised on this longevity in the market place in branding its bitters. Notably, although at the end of 2016 Angostura …show more content…
1984); using branded giveaways such as coasters; activations at local events; sale of recipe book for cocktails mixed with Angostura Aromatic Bitters; and sponsorships of scholarships for tertiary level studies. Public relations for Angostura Aromatic Bitters has been centred around the quality of the product such as publicizing awards achieved for product quality; widespread use of the product including the being a Royal Warrant Holder for Queen Elizabeth II and promoting the bad through mixologist brand (The House of Angostura Est. 1984). However, the lack of an adequate feedback loop in public relations of Angostura Aromatic Bitters does not allow consumers make suggestions for product improvement and the lack of an integrated external communication dive limits the utility of feedback received from customers. One method of revamping external communications at The House of Angostura is by recruiting a Business Psychologist on the communications team to reshape the external communication planning and implementation. By incorporating empirical psychological research into communications, response to external communication can be more efficient and effective, that is impact could be more profound. Moreover, although Angostura Aromatic Bitters seemed to develop brand equity, the