Articles >> Gaggia – The Power of the Brand, Part TwoGaggia – The Power of the Brand, Part Two
Like its coffee , the Gaggia brand is strong and distinct. As globalization makes the market place tougher then ever, brand strength has never been so crucial. The strength of the Gaggia brand has been proven by its success in the coffee market, proving that effective branding is the most enduring aspect of any successful consumer product.
Gaggia: From strength to strength
Gaggia has expanded its brand to include coffee machines , pods, beans, cups and accessories and barista training. But the strength of the Gaggia brand means it’s possible to sell multiple coffee products without diluting the quality and superiority of Gaggia. In fact, the Gaggia brand on a coffee cup makes it more desirable than a blank cup, as the name implies authentic, stylish and luxurious coffee.
The future of marketing
The internet has changed how marketers work; at its beginnings, savvy internet users bought up domain names that would be competitively sought after. But the strength of a brand can outplay such tactics. Gaggia has a clear, distinguishable brand that can withstand internet marketing, it is a strong trademark and as such safeguarded from domain squatting. Unlike today’s new companies that have to pay close attention to whether their brand name and domain name work well together, Gaggia, like Coca Cola and Kellogg’s, has been established for decades.
Blogs, YouTube and Gaggia
But Gaggia has embraced the internet with its online facilities, including a Gaggia ‘blog’. Gaggia, like many companies established or not, realise the net offers new ways of connecting with consumers. It isn’t simply about buying a product, but about inter-acting, engaging and tapping into a lifestyle. Gaggia for instance feature YouTube clips featuring ‘Latte art’ and ‘Coffee Making – Gaggia Classic’ on its website, recognising the impact of user-created content as an effective marketing tool.
The Gaggia brand
Gaggia works as a brand name as it ticks all the right boxes: it’s easy to remember, easy to recognise, has a strong product image, is attractive and stands out against other coffee brands. Gaggia works as a premium brand – high quality, superior coffee that implies more than a drink, it implies an experience: the opportunity to take time-out from the world, enjoy the luxury of quality coffee and tap into that European continental sophistication the Italians do so well.
Gaggia coffee machines : available from Coffee Xclusive
Coffee Xclusive supplies a wide range of top-quality coffee machines for use in the home, the office, or for commercial purposes. We also provide coffee beans, pods and capsules along with all the accessories you need. To find out more, or to order online, just browse our website. We’re always happy to answer any questions you might have – just fill in our online enquiry form on the Contact Us page.
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