Brands Associations

Brands must create strong, favorable and unique brand associations with its customers. Nowadays, modern consumers do not simply buy product or service, but they also buy the experience around what is being sold.

Generally there are 3 categories of sparkling water. The therapeutic one, used to rebalance mineral supplies or even to treat some diseases: Rozana and Vichy. The Gastronomic one, carbonated mineral water has specific taste and brand image: San Pellegrino, Badoit and Quezac. And we have the “family” one, not to mineralized, thirst quenching, and digestive properties, they are suitable for the whole family. It is the case of Perrier, ideal for low salt diet, Salvetat, appreciated for its light sparkle water and neutral taste, and Saint-Amand, without any nitrate.

First, brands can be associated with special moments of consumption by recommending their customers to share, to enjoy and relax from stressful life with their product. Then, they can also recommend to consume their product with meal and share with family by emphasizing on the flavor and quality. And other brands can emphasize the importance of their origins and traditions. Badoit, for example, has tourism activities to allow customers to visit their springs in order to convince them for its high quality and elegance.

Sparkling waters can be associated to specific activities by cooperating with clubs, bars, hotels and events in order to reinforce a nightlife and dynamic culture. Nowadays, for example, many bars develop and share their formidable cocktail’s menu, actually, which are blended with Perrier. Perrier has become one symbol of fad.

Many French like to enjoy this one in the café or bar that is a part of their lives. Not only the flavor, but also the visual expression attracts numerous fans. Let’s look, for example,  at the four steps of Perrier brand essence which key word is Refreshment.