The Branding of Fuji Water

Untouched by man

BUS 303

Untouched by man

As defined by Kotler & Armstrong (2008), a brand is a name, term, sign, symbol, or design, or a combination of these that identifies the products or services of the seller or group of sellers and differentiates them from those of competitors (p. 226). Even the most common everyday items have been branded by there manufacturers. It is important for a company to create an image of their product for consumers to allow that product to be attractive to a certain target market.

Fiji water is one of the fastest growing bottled water companies in the market today. The marketing strategy used by Fiji and the image they created has allowed them to become a phenomenal success. Fiji uses a fairly simple branding strategy and...