BRANDING IN COFFEE

EVOLUTION OF BRANDING

The 3 waves of coffee:

1st wave : Growing coffee consumption exponentially
2nd wave : The defining and enjoyment of speciality coffee
3rd wave : Purchasing coffee based on its origin and artisan methods of production

1ST WAVE COFFEE:-

• Can trace its roots back to 1800’s
• Market for providing coffee that was both affordable and “ready for pot”
• Household names of this wave: Folgers, Maxwell house, Nescafe, Mr. Coffee
• Criticism: sacrificing taste and quality to promote convenience and mass production
2nd WAVE COFFEE:-
• Consumers expressed the desire to know the origin of their coffee and understand the unique
roasting styles.
• Made coffee as an experience rather than just a beverage.
• Vocabulary of coffee began to change: Espresso, Latte, French press, Cappuccino, Mocha
• Starbucks, Dutch Bros. Coffee.

3rd WAVE COFFEE:-

• Coffee lovers interested in the character of coffee itself.
• The third wave is, in many ways a reaction.
• It is just as much a reply to bad coffee as it is a movement toward good coffee.
• It considers coffee as an artisanal food like wine.
• Intelligentsia coffee & Tea of Chicago, Stumptown coffee roasters etc…
THE CHALLENGES IN CREATING A BRAND IN RURAL
AREAS:

1. Considering branding as an asset

2. Bringing up breakthrough brand concepts
3. Financial challenges
4. Relate brand with rural lifestyles
5. Relate brand with appropriate status symbol
6. Relate brand with rural environment
 BRAND ELEMENTS
1) Brand name :-
The name which is used by company for its flagship programme
e.g Nescafe its is brand of instant coffee made by nestle and its combination of nestle
and coffee.
2) Logo and details :-
To simply explain, a logo is a visual trademark that identifies the brand with its
design elements.
3) Theme line :-
A catchphrase or a tagline, are quite
very famous.
“It all starts with a Nescafé”

Bru :-
”Bru se hoti hain khushiyaan shuru”
4) Iconic shape of packaging :-
The physical shape of the glass bottle of Nescafe.
5) Graphics :-
Graphics are those Brand Elements that can also bring a brand to our attention in a fraction
of a second.
• Colour :- The identical colour which is used by the company for easy reognition of
brand.
• Sound :- Sound or a unique set of notes or tones can also assist in forming a
brand’s identity as the crucial Brand Elements.
• Taste :- Last but not least, taste is another one of the crucial Brand Element that
you can use to diffrenciate yourself in the market from the competition.
 BRANDING TOOLS

The following tools, approaches and strategies have been employed by different organizations,
to successfully build their brand in the rural markets:
• Rural media
• Word of mouth publicity
• Relevance
• Message
• Rural events