- Snapple Brand Image
Snapple Corporation can be traced back to 1972, when Leonard Marsh and Hyman Golden established it. The company was the first one to produce all-inclusive natural beverages in Brooklyn New York. In 1980s, the company launched iced tea and ready-to-drink juices. Snapple was the first company to sell beverages in single serving glass bottle instead of the ever-present aluminum cans. Snapple’s brand equity is derived from its natural constituents, promotional campaigns, and non-carbonated drink. What is more, the company brand equity comes from its taste experience to consumers.
- Where Quaker went Wrong
Quaker should not have acquired Snapple because it did not fit the company’s culture. Quaker is solid; wellness oriented, and has moralizing advertisements. Snapple is impudent, stranger, and its advertisements emerge as low budget. Quaker abandoned Snapple’s set-up of reputable distributors by trying to create a partnership. This move damaged the relationships that Snapple developed for many years. In addition, Quaker changed packaging and bottle sizes that Snapple had been using. Quaker and Snapple did not see the world in similar angle. Upon the acquisition, Quaker could have detached itself from the acquired subsidiary.
- Effects of Snapple’s Sale to Cadbury
The sale of Snapple to Cadbury enhanced Snapple’ brand equity because Cadbury has good marketing strategies. Snapple was in a dire need of countrywide promotion, which Cadbury did. Furthermore, Snapple needed to rebrand its products and Cadbury initiated exotic flavors. This was enhanced by creative advertisements.
- Restoring Snapple brand
In order to reinvent Snapple’s brand image, Cadbury needs to make Snapple an autonomous business unit and run the brand separately with its own identity. Running a small brand alongside bigger brands kills its potential for growth.