Branding and own label
Own label is when a product is identified by the business that sell it, rather than the company that produces it, for example; Tesco value Baked Beans is an own label product (the Tesco Finest range would be a type 2 own label as it’s a higher quality) but Heinz Baked Beans is not. Merrydown is not an own label brand.
Branding is creating an image of a brand in the customer’s eyes, this is usually done by advertising campaigns and is used to create a unique image of the product/company in consumers’ minds.
“A successful brand image BS can be thought of as the combination of three elements: a good product (P), a distinctive identity (D), and added ...view middle of the document...
Their branding could be called successful because they are returning to pubs after a 20 year absence, thanks to this rebranding.
Merrydown have leveraged their brand by extending their line, before they used to just offer dry and medium cider in 750ml bottles and 440ml cans but now offer flavoured cider in 500ml bottles, which is what many other flavoured cider brands do (such as Brothers, Kopparberg, Rekorderlig). Another way they have levarged the brand is, like I said before, started selling in pubs again; rather than just supermarkets and off licenses. I believe that Merrydown could improve their brand by extending their line even more, instead of just offering original and blackcurrent flavoured ciders they should make strawberry, summer fruits, pear, etc. like a lot of their competitors do, this could also help if a consumer prefers pear cider to any other cider they could buy Merrydown and recommend the brand to other cider drinkers. Another way that Merrydown should leverage their brand should be to focus on the fact that their cider is made from eating apples rather than normal cider apples, although they do already do this to a point by using the colour red a lot rather than the standard green and yellows that most cider companies use in their brand, Merrydown should use this unique selling point a lot more in their marketing strategy, especially as they are targeting over 35s, a lot of their consumers won’t be binge drinking so they should advertise that it goes well with food. Merrydown should also increase their spending on advertising, they don’t have any television or radio commercials, a national television advert would get their brand name out there and stick in the minds of potential consumers.
Before this year, own label would have had a big effect on Merrydown, this is because Merrydown’s main store retailers are Tesco, Morrisons and Sainsbury’s; each of these companies offer very cheap own label cider,...