Brand It Like Apple

Brand It Like Apple
Sarah Theodore  
What do Apple computers, Starbucks and Target stores have in common? Fabulous branding, according to, brand consultancy Interbrand’s online publication. Brandchannel recently released the results of its 2004 Reader’s Choice Awards, and those companies were among the firms thought to have the most global brand impact.
Thanks to the iPod, Apple achieved 300-percent sales growth last year. According to brandchannel, there are now more than 10 million “pod-addicts” in the world, and the company created the iTunes music store to further boost its appeal to music lovers.
Starbucks is both a beverage industry and retail phenomenon, and it continues to fire on all cylinders. It opened more than 1,300 new locations in 2004, and consistently innovates in both its product lineup and the services that make its stores so popular.
The Seattle-based coffee company was the only beverage firm to make it on the Top 5 list in North America, but Corona, Bacardi (this month’s Beverage Industry cover company) and winemaker Concha y Toro all made the list for most influential Central and Latin American companies. Café de Colombia, the group that created Juan Valdez, slipped from the Top 5, but still is considered quite influential by branchannel.
Beverage Industry readers who work with Target won’t be surprised to learn that branchannel’s assessment of the mass merchandise retailer was that it makes people feel “smart, savvy and sexy” for being Target shoppers. Minneapolis-based Target excels at the concept of upscale, often exclusive products at a reasonable price. I’d have to add that it’s the same concept that has made Costco club stores such a success.
So what’s relevant to beverage manufacturers about the iPod? And why did more big beverage brands not make the short list? As a recent Cannondale Powe-Ranking survey pointed out, branding and innovation strongly affect the way retail customers think about food and beverage companies.
The survey reported one retailer’s frustration: “Food companies are very good at what they do. But we’re in a period of relative stagnation where there isn’t anything really exciting taking place in the market. The best example of this is the whole low-carb phenomenon. We’ll look back on this as one of the biggest wastes of manufacturing resources and time that has happened in the last 10 years. If the hundreds of millions or perhaps billions of dollars spent to introduce low-carb items were invested in other areas to create some really innovative new products, just think of the long-term effect on the food business.
“On the other hand, if you look at what is happening on non-foods, these manufacturers have had to innovate because their categories were stagnant... If you want to know where innovation is coming from right now, it’s coming from non-foods.”
Do you have an iPod in your lineup? What are the areas of the beverage industry that still have potential for true brand impact? Perhaps a look at another industry can be a great source of inspiration.

Sneak Peek
Dr Pepper/Seven Up Bottling Group’s
Jim Turner
Category Focus — Annual soft drink report
Packaging — Mass merchandiser packaging
Marketing — Seasonal marketing
Beverage R&D — R&D testing equipment
Category Focus — Wine & spirits
Marketing — C-store strategies
Packaging — Annual packaging report
Beverage R&D — Sweeteners

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.



Image Galleries

Top Beverage Flavors of 2014

Traditional flavors make up a large portion of beverage-makers’ selections, but tropical and exotic ones aren’t trailing too far behind. That’s according to research by BNP Media’s Market Research Division for Beverage Industry’s 2014 Product Development Outlook survey. Also see what's anticipated for top-selling flavors of 2015.

Click here to view the infographic in PDF format.

2/18/15 2:00 pm EST

A Healthy Future: Analyzing the latest health and wellness trends in the beverage market

The beverage marketplace continues to evolve to meet new trends and regulations. Our expert speakers will share with you their insight on what health and wellness topics will be paramount for the future success in the beverage industry.


Gert van Manen, president of iTi Tropicals Inc., shares his insights on the U.S. coconut water market. Citing research from Krueger Food Laboratories, he also supplies information highlighting the difference between products that declare their added sugars and those that do not.

Beverage Industry Magazine

BI February 2015 cover

2015 February

The February 2015 Beverage Industry includes a cover story on Bai Brands, as well as articles about calorie moderation, sparkling and premium wines, and more. Check it out today!

Table Of Contents Subscribe

Wine Trends

Which trend will have the most positive impact on the wine category in 2015?
View Results Poll Archive


Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   


facebook40 twitter    youtubelinkedgoogle+ icon 40px


Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!