You are on page 1of 2

central securities depository

A central securities depository (CSD) is a specialist financial organization holding

securities such as shares either in certificated or uncertificated (dematerialized) form so
that ownership can be easily transferred through a book entry rather than the transfer of
physical certificates.
Branding is a marketing strategy that involves creating a differentiated name and image -- often
using a logo and/or tag line -- in order to establish a presence in the consumer's mind and
attract and keep customers.

The process involved in creating a unique name and image for

a product in the consumers' mind, mainly through advertising
campaigns with a consistent theme.
Branding aims to establish a significant and differentiated presence in
the market that attracts and retains loyal customers.
Sprites chances of getting pinched on St. Patricks Day are slim to none, considering the popular
lemon-lime soft drink has been wearing green for more than 50 years.
Similar to the connections Coca-Cola and Fanta have to red and orange, respectively, Sprite has
owned green since its 1961 debut. Green has served as Sprites primary color in its advertising,
packaging, merchandising and more.
Green is classic and modern, and naturally crisp and clean. Its never aggressive or boring, and
always cool and refreshing just like Sprite.
In fact, its status among the worlds most recognized brands can largely be attributed to its
signature green bottle. The bottles defining shape and signature dimples make it one of the
most unique and eye-catching packages in the market. By continuing to showcase green on
everything from in-store merchandising, to vending machines, to packaging and advertising,
Sprite continues to build what design gurus call brand equity and surprise and delight fans
around the world.
Green is also hot. The Pantone Color Institute selected green (Emerald 17-5641) as the color of
the year for 2013. The most abundant hue in nature, the human eye sees more green than any
other color in the spectrum, says Leatrice Eiseman, executive director of the Pantone Color
Back in the 60s, designers and engineers at The Coca-Cola Company delved into volumes of
research before landing on the design standards for Sprite. After taking into consideration

Sprites package specs, brand image and target consumer, Cokes art department created greencentric labels, carton designs and advertising for the brand. Dozens of designs were considered
for the green Sprite bottle, which was carefully designed with the same quality specifications
applied to the iconicCoca-Cola contour bottle.
In 1967, as Sprite continued to gain momentum in the market and was available to 85 percent of
the U.S. population as well as consumers in 38 other countries the brand team hired a New
York design firm to create new carton and label designs for a packaging re-launch. Their goal?
To communicate the freshness of Sprite and help the brand stand out on the shelf with an
attention-grabbing look.
The new packaging hit the market the following year. The Coca-Cola Bottlermagazine described
it as a study in contrasting shades of green, and predicted the designs would lift Sprite right
out of the crowd like never before.