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Case Studies in Marketing by Jaydeep Mukherjee, Kanwal Nayan Kapil

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3

LucozadeRe-energizing the Brand

Products might be mortal and governed by a lifecycle, but successful brands can escape the effects of time. That only happens with constant investment and innovation to keep the brand relevant, and the delivery of brand consistency over time. Continuity is essential to the brand’s formation and longevity.—J. N. Kapferer, 1992

BACKGROUND

Lucozade was first developed in 1927 by M. W. Hunter, a British pharmacist, in Newcastle-Upon-Tyne, England, for providing energy to those who were unable to eat conventional foods. His objective was to develop a drink that would supply a high level of carbohydrate energy whilst remaining palatable, attractive to, and well tolerated by ill people.

It was quickly and widely ...

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