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

Susie Khamis*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

5 Citations (Scopus)

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 clichè 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.

Original languageEnglish
Pages (from-to)434-446
Number of pages13
JournalInternational Journal of Entrepreneurship and Small Business
Volume9
Issue number4
DOIs
Publication statusPublished - Apr 2010

Keywords

  • Bottled water
  • Branding
  • Cloud Juice
  • King Island
  • Small island entrepreneurship

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