Jack Daniel’s is a smooth, premium whiskey, also specifically defined as a ‘Tennessee Whiskey’; a product which was born as a bourbon but which, having been mellowed through maple charcoal, becomes a Tennessee sour mash whiskey (www.jackdaniels.co.uk). Jack Daniel’s position itself as a familiar reassuring, dependable brand and it promote itself as such. “Jack Daniel’s is a unique whiskey that is slowly mellowed drop by drop through 10 feet of sugar maple charcoal and matured in new American oak barrels at America’s oldest registered distillery to achieve its smooth character”. JD is a premium whiskey, often more expensive than its competitors especially outside the U.S maintains its position despite its price, because the uniqueness of the product (www.jackdaniels.co.uk).
Table of contents
1. The product brand
1.1 Brand position
1.2 Brand value
1.3 The market in figures
1.4 Market share
1.5 Brand map
1.6 Target audience
2. Product Vs Brand
3. The brand Identity system
3.1 Brand map
3.2 Brand as a symbol
3.3 Brand as a person
4. Brand equity
4.1 Self-expression model
4.2 The relationship basis model
4.3 FBR model
5. The marketing campaign
6. Current issues identified
6.1 Globalization
6.2 UK population
6.3 Credit crunch
7. References
8. Appendix
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