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Jack Daniel's Brand Activity Analysis
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Seminar paper from the year 2010 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 70%, University of Westminster, course: Introduction to Branding, language: English, abstract: Jack Daniel s is a smooth, premium whiskey, also specifically defined as a Tennessee Whiskey ; a product which was born as a bourbon but which, having been mellowed through maple charcoal, becomes a Tennessee sour mash whiskey (www.jackdaniels.co.uk). Jack Daniel s position itself as a familiar reassuring, dependable brand and it promote itself as such. Jack Daniel s is a unique whiskey that is slowly mellowed drop by drop through 10 feet of sugar maple charcoal and matured in new American oak barrels at America s oldest registered distillery to achieve its smooth character . JD is a premium whiskey, often more expensive than its competitors especially outside the U.S maintains its position despite its price, because the uniqueness of the product (www.jackdaniels.co.uk).
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