Brand or Product?

This is what Wikipedia refers to when you search for Raki...

Raki (Turkish (language) rakı,^[1] Ottoman Turkish: راقى, pronounced [ɾaˈkɯ]) is a Turkish unsweetened, anise-flavored hard alcoholic drink that is popular in Turkey, Greece, Albania, Serbia, and other Balkan countries as an apéritif. It is often served with seafood or meze. It is similar to several other alcoholic beverages available around the Mediterranean, the Middle East, and in Colombia, e.g., pastis, ouzo, sambuca, arak, and aguardiente.

However when you talk to Osman  you get the impression that Raki is something else. But not any raki brand. a specific one: Yeni Raki..

Yeni Raki is in turkish culture for so long however the spin of the brand as a new generation brand choice is recent follwed by a big FMCG bougth the brand from goverment monopoly.

But is it really the all guerilla marketing activites, fun and different internet campigns, young consumer targetted summer extravaganzas that attracts Osman ?



Don"t we all need a drink sometime?



He says no. It is the taste that he has for the last 20 years without a single drop change. Its the taste that he has associated with many moments in his life. Also he adds the trust to the brand form quality point of view Never a bad product experince of Yeni Raki he has faced in his  entire adut life consuming alcoholic beverages.

After his interview I decided to put a good score below the product itself and the functionality/product features column. Sometimes it"s the product that connects the consumer not the imagery or the value brand represents..