Case: Sugar Free: The brand image makeover

The case-Sugar Free: the Brand Image Makeover describes the challenges of identity makeover of a brand to attract new segment of the market when the existing brand image might be a bottleneck to do so. Sugar Free, market leader in sugar substitutes market, tried to change its image from a sugar substitute product for diabetic patients to a lifestyle and fitness solution for health conscious consumers. Journey was not smooth because of the strong image it already had in the market. The case illustrates the underline agendas and strategies followed by Sugar Free to ensure a sustainable image makeover.