Download - Jack daniels Product and brand management
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STORY OF THE NECTOR OF GODS
The Process
JACK DANIELSWhiskeyCountry CocktailsChocolatesRegularLimited & Special EditionLegacy Editions
REGULAR WHISKEY
REGULAR WHISKEY
REGULAR WHISKEY
REGULAR WHISKEY
REGULAR WHISKEY
LIMITED & SPECIAL EDITION WHISKEY
LEGACY EDITION WHISKEY
Socializing, getting high, Cult branding, blending of 50 grains, taste ,status symbol Process, brand stories, customer experiences
Status symbol, A gentle mans: drink, heritagepackagingQuality assurance, vintage experience, taste
The square shaped JD bottle indicating fairness and integrity and the label Old No 7 became a part of its identity and is being maintained from its inception
CUSTOMER VALUE HIERARCHY
PRODUCT HIERARCHY
How Jack Daniels survived the test of time
JD tactfully branded itself Tennessee Whiskey rather than Bourbon Whiskey which was then considered cheap JD sponsored a local Lynchburg Band in 1870s and grew with its popularityJD thrived on word-of-mouth publicity till 1950s except a few ads for regional market Post 1950s it started advertising heavilyThe brand built itself on its heritage value and brand story telling model
In 1950-1970, post prohibition and WW2 there was shortage for suppliesJD was then sold in allocation
AND THE THEY DID THIS!
THE JACK DANIELS EXPERIENCE
JDs loyal customer who went vocal about their loyalty includeSir Winston ChurchillFrank SinatraElvis Presley
Jack Daniels invested in the Rock n Roll movement sponsoring various shows keeping in mind its value of maverick independenceIt thus stuck the cord with the younger generation keeping its value proposition as a traditional yet exciting brand intactIt started thriving on stories of its brand experiences from loyal customers without investing a penny in advertising
JACK DANIELS COCKTAILSJack Daniel's is the alcoholic component of "Jack and Coke", a common cocktail, The "Jack and Coke" is also sometimes called "The Long Island
Jack Daniel's is also the alcoholic component of "Lynchburg Lemonade".
Jack Daniel's is a common choice for the Tennessee Whiskey component of the "Three Wise Men"
JACK DANIELS MERCHANDISE
Jack Daniels distillery tour brings more than 20000 people to Tennessee annuallyThe brand has become the identity of TennesseeIn 2016 commemorating JDs 150th anniversary bike manufacturer rolled out an exclusive Jack Daniels Limited Edition series
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