Snapple Case Study Essay

1. How would you characterize Snapple’s brand equity?

Initially, from the brands growth in the 90’s, Snapple’s brand equity came from the fact that it was backed by many celebrity sponsorships as well as consumer testimonials. Snapple advertisements were seen by viewers as having a “real people” image, due to the works of a Snapple employee Wendy, who took into her own hands to write back to consumers. This act was then transferred into a real look at Snapple through television commercials where Wendy would read consumer testimonials on screen.

2. How would you characterize Snapple’s brand image?

Snapple’s brand image was highly recognized by its consumers. The brand was set apart by differentiating itself from the competition. Not only did Snapple provide consumers with a plethora of flavors, but the brand focused its advertisements on the

What are the strengths and weaknesses of the brand’s personality and image?

Some of the strengths to the brand’s personality and image, is that the brand had always evoked a positive feeling in the consumers mind. When the demerger of Cadbury Schweppes occurred Snapple sales plummeted, which in turn created the Dr. Pepper Snapple Group. Because of the Snapple brand’s personality and image from previous years was a positive one, the Dr. Pepper Snapple Group was able to revamp the beverage from the formula to its looks while still providing the consumer with same Snapple as before, just an improved version.

The weakness that proposed itself to the brand’s personality and image was the fact that the brand wanted consumers to view the tea as a luxury drink, such as how consumers viewed their expensive coffee drinks. This being the case, the Dr. Pepper Snapple Group, had to push their value line down in order to provide the consumers with the product the wanted and how much they wanted to pay for it, which could ultimately affect their marketing approach and how company would convey their product to consumers in the