Branding Design And Management

Task 1

Branding in my everyday life.

TASK 2

REBRAND LOGO

Rebranding occurs when a business or organization decides to change a significant element of the brand. Such a change could be glaringly obvious like a new brand name or logo, or it might be more subtle such as a slight shift in messaging to better communicate a more relevant brand promise.

Anyway you slice it, rebranding is extremely important. Not only can it be expensive to execute a complete rebrand, but it can also be risky. Sometimes employees and consumers won’t accept a rebranding, and that’s when disaster strikes.

I CHOOSE THIS LOGO



RESEARCH

“The objective first is to consolidate and improve the Apple & Even brand . . . but eventually it could happen that we’re going to use the Apple & Eve network to introduce some of our Canadian brands in the U.S.,” Lassonde president and chief operating officer Jean Gattuso he said in an interview Friday.
He wouldn’t say how soon its Canadian brands  which include Allen’s, Oasis, Everfresh and Rougemont could make it to American store shelves.
“We have to do our homework in terms of consumer research and then we’ll see which one of our Canadian brands can fit in the U.S.”
Shares of Lassonde were up $6.91 or more than six per cent at $116.77 in afternoon trading Friday on the Toronto Stock Exchange after having reached an all-time high of $121.51 in the morning.
Chairman and CEO Pierre-Paul Lassonde said in a release that entry into the U.S. branded juice business represents another milestone in the company’s North American strategy.
Lassonde has followed different paths to develop its businesses on both sides of the border. In Canada, it has focused on branded products, whereas it has first sought to develop its private-label business among American retailers.

The American juice market is competitive but fragmented with more than 1,000 brands. Apple & Eve is the largest privately owned supplier with a market share equivalent to Mott’s at 1.5 to two per cent. Co-operative Ocean Spray leads with about eight per share, said Gattuso.
Branded products account for about 80 per cent of the $10 billion (U.S.) a year U.S. fruit juice and drink market.
Apple & Eve, based in Port Washington, N.Y., has 80 employees and $190 million (U.S.) in annual sales. It has no manufacturing facilities, instead relying on a network of co-packers including Clement Pappas.
The company offers more than 100 juice products sold under its flagship brand name, Apple & Eve, along with Organics, Fruitables, Quenchers, Waterfruits and Sesame Street. It also owns and markets juices under Northland, Seneca and The Switch brands.
Lassonde said any cost savings achieved from economies of scale won’t result in job losses.