Ribena: Branding Gudielines
Ribena: Branding
Guidelines
A. Introduction
Ribena recently decided to "future-proof" its brand by embracing its heritage roots (Fleming, 2019). However, considering Ribena's present sales curve (Mattinson, 2022), this heritage-focused strategy may not be the most suitable. They must redirect their efforts and implement significant changes to the brand to ensure survival in the juice market. This presents an opportunity to change the way the brand is perceived and refocus the position of the brand.
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B. Branding Guideleines
Following thorough research, new branding guidelines are proposed for the children's beverage brand. To learn more about the entire rebranding process, click the button below.
References
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Fleming, M. (2019) Ribena pins hopes on heritage to 'future proof' the Brand, Marketing Week. Available at: https://www.marketingweek.com/ribena-pins-hopes-on-heritage-to-future-proof-the-brand/ (Accessed: March 5, 2023).
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Mattinson, A.(2022) 'Lucozade Ribena Suntory sales rebound as on-the-go recovers', The Grocery Trader, 12 August. Available at: https://www.thegrocer.co.uk/results/lucozade-ribena-suntory-sales-rebound-as-on-the-go-recovers/670451.article (Accessed: 16 March 2023).