Strategic priorities for brand growth: The S. Pellegrino case

Giuseppe Bertoli, Bruno Busacca and Maria Carmela Ostillio

Micro & Macro Marketing, 2023, issue 2, 393-416

Abstract: Reinventing, rethinking and continually valuing the roots and sources of value appear the main objectives underlying today’s brand management strategies. In this perspective, some priorities for brand management can be summed up in three evolutionary vectors: «immersion » in both physical and digital environmnets; «integration» of channels, devices, platforms and sources of value; «impact» no longer only economic, but also ethical and social. In the following pages, we will focus on the premium brand S. Pellegrino, whose international success in the mineral water market is based on an iconic visual identity (since 1899) that evokes some fundamental distinctive features: a superior product quality and strong connections to gastronomy; a brand personality focused on tradition and authenticity. In particular, three specific projects, respectively related to Immersion, Integration and Impact will be presented and discussed: Fine Dining Lovers, S. Pellegrino Young Chef Academy, Movement #SupportRestaurants

Keywords: Brand; brand experience; brand purpose; mineral water (search for similar items in EconPapers)
Date: 2023
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