IDEAS home Printed from https://ideas.repec.org/a/ids/ijesbu/v9y2010i4p434-446.html
   My bibliography  Save this article

An image worth bottling: the branding of King Island Cloud Juice

Author

Listed:
  • Susie Khamis

Abstract

The Cloud Juice brand of bottled water parlays the conventional image of a small island – in this case, King Island – into a popularly agreeable narrative of prestige, purity and ecological responsibility. Whilst this is not the first or only brand of bottled water to exploit the exotic appeal of islandness, Cloud Juice has a particular advantage: much like King Island, its appeal rests less on some hackneyed cliche than a shrewd manipulation of small-scale production and big-picture politics. There is a very close fit between the marketing of Cloud Juice as 'gourmet and green' and the growing recognition of King Island as a site of environmental innovation. This article shows that such symmetry bodes well for both branding in general and the branding of bottled water in particular.

Suggested Citation

  • Susie Khamis, 2010. "An image worth bottling: the branding of King Island Cloud Juice," International Journal of Entrepreneurship and Small Business, Inderscience Enterprises Ltd, vol. 9(4), pages 434-446.
    • Handle: RePEc:ids:ijesbu:v:9:y:2010:i:4:p:434-446
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=32403
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijesbu:v:9:y:2010:i:4:p:434-446. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=74 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.