Turning Sumol into a worldwide brand for local consumers in the French market - brand identity

Abstract

Sumol, operating in the soft drink industry, aims for successfully entering the French market. To be able to sustain in the competitive market, Sumol, as a product and as a brand, must appeal to the French consumers. Primary research identified that the French target is not able to relate to the brand, which requires Sumol to align its brand values. This paper highlights the importance of a strong brand identity and brand elements. Furthermore, these concepts are applied to Sumol’s new positioning in France.