Associations/Value Research

Association and Value

Value and association can be generated by country of origin. In our case utilizing the Colorado brewing communities or the state itself can play to our advantage. We can derive free brand associations and other potential values strait from this trait alone (local products). Niche products also convey a personalized trait that can connect our demographic and play into a unique position we establish.

Evian water takes the very idea of the product and relates it back to connotations with the word. Water -> Life (Live). Evian also establishes the social and cultural significance of water itself but shapes the narration to fit a brand mission (http://www.evian.com/#/en_GB/19-renew-yourself-naturally). http://www.evian.com/#/en_GB/23-children By breaking down their “demographic” Evian places a value on water for every age group the associations of youth tie into each segment.

Unique Positions

Personalized beer or beer that customers will custom order in unique flavors of their choosing has a relatively untapped market. Larger brewing companies will brew what they like to drink or safe choices. Local beer brands will usually experiment on their own and attempt to create a successful flavor that they can then sell. http://www.rainingrose.com/products/products_flavors.php Raining Rose is a company that specializes in the customization of flavors and scents. Branding a beer from a similar approach would prove to be a unique customer experience on a local and personal level. “Our research and development team has created hundreds of flavors and scents over the years. We can take an existing formula and customize the flavor or scent, or we can start from scratch to create an entirely new formula for you. Ask a sales representative for details on creating your own unique flavor or scent.”

http://www.beerexpert.co.uk/BeerForEveryOccasion.html Exploring the potential occasions with a local beer can be the best beer choice possible can be an interesting position. Beers of particular flavors and thicknesses go better at certain times of days or with certain meals. For example a “picnic” beer would be somewhat fruity especially if the contents of the picnic were light foods that were also fruits. “A crisp chilled white beer, such as Hoegaarden, with its sharp tastes will also compliment picnic foods.” There are a lot of possible resources to investigate that can shape the brand or even just particular beers that we sell to the target demographic.

Personality

Clichés and stereotypes often lead to unsuccessful personality traits. Fosters once used an iconic silhouetted kangaroo as a tie to the birthplace of the beer, Australia. Consumers eventually became sick of the iconography associating it with cheap antics and a cliché that was boring and unneeded. Evian took an approach where they would customize their bottles by inviting a new designer every year to participate in its development. They were limited time bottles but the idea of identifying with talented individuals can promote a unique personality. With a local brand utilizing the talents of local artists for logos and visual designs could reinforce the “down home” feel if the beer’s brand should move in that direction. http://www.averybrewing.com/index2.html personalizes their brand by developing an identity that breaks the mold of general beer flavors and looks that ideal to spread through their brand image.