Lucozade.com questions for a recent example of representation

Investigate how the Lucozade.com website creates brand diversity, focusing on the messages and values created through the techniques used.


Open the web page lucozade.com on Safari, and navigate your way around the site to answer these questions (note form is fine for now):

1.Looking at the main home page, comment on how a sense of brand diversity has been created:




2.Click on the 'Lucozade Energy' section. Watch the graphics and video. Then explain who is being targeted and how this achieved. Give 3 examples.




3.Go back to the Home page and click on the main 'Lucozade Sport' section. How does section target a different type of audience / consumer? Give 3 examples of how it achieves this.




4.Where else can you click to from the 'Lucozade Sport' section? Why do you think this is important to the brand identity?




5.Go back to the Home page and click on the 'Lucozade Alert' section. How is Lucozade being represented here? Give specific, detailed examples to support your answer.




6.Thinking about all of the sections you have seen so far, answer these questions:

a. How does brand diversity change the way in which the product is meant to be seen?




b. Which techniques used on the website best show a change in target audience / consumer?





7. What factors do you think have allowed Lucozade to diversify the brand in the way shown on the website? (Think about developments in technology and society in 2008 / 9)