BRAND IDENTITY PRISM: Maxwell House & illy
Maxwell House brand identity has not transformed much over the years, it is a consistency in brand position for Maxwell as a good taste oriented brand, it keeps to develop a mellow full-bodied coffee. Its slogan ‘good to the last drop’ emphasizes the essence. In general, consumers are loyal to Maxwell because of its perfect proportion with coffee, milk and sugar, but positive brand image and not high consumption level are also a bonus for it.
Maxwell house brand identity prism
Illy brand identity prism
When illy was set up in 1933, the founder created the first espresso machine and started to find best quality of coffee beans, the brand kept its features until now. Although the package of illy is always changing during these years, its aim is always to keep the best taste of the coffee beans. The culture of illy coffee cups collection is also appeal to many consumers who are chasing for high quality of life. Broadly speaking, illy is a high-end coffee brand, its target consumers are not divided by ages, just provide for the customers who want to enjoy or pursue high quality lifes.
Reference: https://en.wikipedia.org/wiki/Maxwell_House
https://en.wikipedia.org/wiki/Illy