Gatorade has always been known as the top sports drink on the market since the 1960’s. In the 1990’s Gatorade also became known as the official sports drink of the NFL. Once sports drinks from competitors came on the market Gatorade began losing sales to the competitors. Gatorade decided that it was time to rebrand their sports drinks and created the “G” as their brand name. The company felt that having the “G” on their products will make Gatorade easy for consumers to recognize.
Gatorade’s target market has mostly been athletes so they continue to introduce different types of sport drinks into the market. As the company develops new product lines they always make sure there is distinct attribute for each line. This differentiation