Every brand wants it: to be distinctive. Whether it is a catchy logo, eye-catching packaging or a strong brand image – the question always remains: how distinctive are you really? We regularly see situations where the line between inspiration and imitation seems to blur. A recent example of this is Lidl, who with the new packaging of their own brand soft drinks leans remarkably close to the design of large A-brands. But where is the line between strengthening your own brand and profiting from the strength of another?
Don’t I know you from somewhere?
Brands like Coca-Cola and Fanta are not only strong and distinctive because of their taste and brand experience, but also because of their clear visual recognition. Think of the red and white color palette of Coca-Cola or the playful font and orange of Fanta.
These elements – known as distinctive brand assets – ensure that consumers make the association with the brand without even having to explicitly mention the brand name. This is exactly what gives strong brands distinctiveness. And why consumers get a strong sense of trust and quality as soon as they see these elements.
You will understand that Coca-Cola and updated 2024 mobile phone number data Fanta spend a lot of marketing budget on displaying their brand to make and keep these associations as strong and recognizable as possible. But how do you do that as a
smaller house brand with a smaller budget?
Labels cola and fanta
Fanta-Stich or Copy-Cola?
Now that Lidl has given their own 15 oorwegings om te maak voordat jy ‘n bemarkingsagentskap aanstel brand soft drinks a new look, it is noticeable that these packages look a lot like those of their major competitors. ( View the packages here. ) bw lists With the new design, Lidl seems to be deliberately playing on the brand recognition of Coca-Cola and Fanta. However, the supermarket chain claims that this is purely coincidental and that they simply wanted to give their packaging a fresh update.
