2. FAT BASTARD WINE
Strategic considerations for branding “Fat Bastard”
Somehow, some way, you have to be different
Different associations (positive, negative, demography, social class, etc.)
Focused on target group (niche)
Unique life style (living large)
To create identification and brand awareness
To guarantee a certain level of quality and satisfaction
Differentiation
3. FAT BASTARD WINE
Advantages of “Fat Bastard”
Better identification and awareness
Better product differentiation
Possibility of brand loyalty and premium pricing
Easy to remember and notifiable
Benefit from humor marketing
4. FAT BASTARD WINE
Disadvantages of “Fat Bastard”
Misconception and misunderstanding of message
Higher marketing cost
Higher legal cost
Parental guidance issues
