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Slides from the Bachelor thesis presentation "Water as a brand". A critical analysis of the world bottle water market, power of branding, comodifying natural resources and future prognosis of the trend development. The goal of this paper is to expose the power of branding on the example of bottled water and to reflect branding tools for strategic product and brand development.
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WASSER ALS MARKE
Vlad Alukhanov | VD 2010 | Betreuung: Paolo Tumminelli | Design Konzepte Köln International School of Design
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0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
Mill
ione
n G
allo
nen
pro
Jahr
US BOTTLED WATER SALES
Quelle: U.S. Department of Agriculture Economic Research Service & Beverage Marketing Corporation
Sich
erhe
it vo
n Le
ietu
ngsw
asse
r
Ges
unde
Alte
rnat
ive
Sich
erhe
it / A
ltern
ativ
e
Ges
chm
ack
Leis
tung
swas
ser s
ei z
u ha
rt
Ande
re
0
5
10
15
20
25
30
35
40
45
perc
ent
USA (1999)
Frankreich (2000)
Quelle: Olson, 1999 und IFEN, 2000
REASONS FOR DRINKING BOTTLED WATER
THERE ARE MORE THAN 1000+ BOTTLED WATER BRANDS
? ? ? ?
THANK YOU
