How does Skittles--the name create the brand image? The name doesn't mean anything.
While it may be true that the name "Skittles" does not have an inherently relevant or meaningful connection to the product, brand names often create their image through various other factors. In the case of Skittles, the brand image is predominantly shaped by its long-standing marketing campaigns, packaging design, and a consistent association with certain qualities.
1. Marketing campaigns: Skittles has created unique and memorable advertisements that focus on their distinct features, such as the vibrant colors, fruit flavors, and playful nature of the candy. These campaigns often incorporate elements of humor, absurdity, and unexpectedness, which have become synonymous with the Skittles brand.
2. Packaging design: Skittles uses bright and eye-catching packaging with its distinctive rainbow color scheme. The visual appeal of the packaging helps to create an immediate recognition and association with the brand. The colorful and joyful nature of the candies is translated into the packaging, further enhancing the brand image.
3. Consistency: Skittles has maintained a consistent brand image over the years, consistently promoting themselves as a fun, flavorful, and enjoyable candy. This consistency, combined with the ongoing marketing efforts, has solidified the image of Skittles in the minds of consumers.
4. Positive experiences: The overall consumer experience of enjoying Skittles, including the taste, texture, and sensation, has contributed to the brand image. Positive word-of-mouth and personal experiences shared by consumers further reinforce the brand's reputation.
While the name itself may not convey a specific meaning, these combined factors and the successful execution of marketing strategies have created a strong and recognizable brand image for Skittles. It goes to show that a brand's identity can be built through a combination of factors beyond the name alone.