Developing Brand Positioning Strategy for Canadian Club
Developing Brand Positioning Strategy for Canadian Club Whiskey
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Developing branding strategy for Canadian Club
A. Assess and fully critique the success of Canadian Club’s repositioning strategies used in the case. Use brand theories and concepts to evaluate the company’s branding strategies listed in the case.
According to Keller(1993) the effective brand positioning gives a brand a competitive advantage or “unique selling proposition” that determines a reason why consumers are buying this product or service (Keller, 1993). Similarly, Kay (2004) argues that brand’s strength depends on its successful positioning within consumers’ mind. Furthermore, it is claimed that strong brands should possess “difference” and “consistency”, however the difference should be meaningful for consumers. In the case of Canadian Club whisky it aimed to differentiate its quality and uniqueness through exciting advertising campaigns such as “Adventure Series”, “Hide A Case”, “CC Find-A-Case Challenge” or “Damn Right Your Dad Drank It”.
Also, Keller (1993) claims that brand knowledge consists of brand awareness and perceived brand image among consumers. Brand image is further divided into favourability, strength and uniqueness of brand associations. Therefore, in the case of Canadian Club a brand image is conveyed through unique and distinctive experiences that consumers associate with a brand. For example, introduction of “Adventure Series” advertising campaign in 1920s aimed to increase CC’s global sales whilst showcasing print ads of travellers going to remote locations all over the world and performing brave actions. After that they were relaxing with a glass of CC. As a result a brand’s image is distinctive from the category as it appeals to its target audience as a unique and exclusive drink associated with adventures. Also,
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Developing branding strategy for Canadian Club
A. Assess and fully critique the success of Canadian Club’s repositioning strategies used in the case. Use brand theories and concepts to evaluate the company’s branding strategies listed in the case.
According to Keller(1993) the effective brand positioning gives a brand a competitive advantage or “unique selling proposition” that determines a reason why consumers are buying this product or service (Keller, 1993). Similarly, Kay (2004) argues that brand’s strength depends on its successful positioning within consumers’ mind. Furthermore, it is claimed that strong brands should possess “difference” and “consistency”, however the difference should be meaningful for consumers. In the case of Canadian Club whisky it aimed to differentiate its quality and uniqueness through exciting advertising campaigns such as “Adventure Series”, “Hide A Case”, “CC Find-A-Case Challenge” or “Damn Right Your Dad Drank It”.
Also, Keller (1993) claims that brand knowledge consists of brand awareness and perceived brand image among consumers. Brand image is further divided into favourability, strength and uniqueness of brand associations. Therefore, in the case of Canadian Club a brand image is conveyed through unique and distinctive experiences that consumers associate with a brand. For example, introduction of “Adventure Series” advertising campaign in 1920s aimed to increase CC’s global sales whilst showcasing print ads of travellers going to remote locations all over the world and performing brave actions. After that they were relaxing with a glass of CC. As a result a brand’s image is distinctive from the category as it appeals to its target audience as a unique and exclusive drink associated with adventures. Also,
References: E-jounals: Fournier, S., 2011 Kay, M.J., 2006. Strong brands and corporate brands. European Journal of Marketing, [Online]. 40, issue 7, 742-760. Available at: http://www.emeraldinsight.com/journals.htm?articleid=1562577&show=abstract[Accessed 11 March 2013] Keller, K.L., 1993 Twiss, J. 2012. Canadian Club gets sophisticated. [ONLINE] Available at:http://strategyonline.ca/2012/11/21/canadian-club-gets-sophisticated/. [Accessed 14 March 13]