The Power of Branding: Lucozade & Ribena

Carl DunckerMarketing Training Leave a Comment

Power Brands For many in Britain, Lucozade and Ribena offer a reminiscence to their childhood days. Days when you had Ribena delivered in glass bottles undiluted and Lucozade was drank only by the sick and unwell. So for a certain generation, there will be a sense of nostalgic loss at the news today that both ‘brands‘ have been sold to a Japanese drinks company for £1,350,000,000. That is a huge figure. So how did we get here? What they are buying In my branding training I reveal how a ‘brand is a promise’ – shorthand for a promise of a collection of benefits that the consumer will receive. In essence, an answer to the question ‘why?’ – why should I …