Suja was founded by four passionate juicers in the San Diego area, who came together to create the fastest growing organic, cold-pressed and non-GMO beverage company. With the widespread use of organic, non-GMO fruits and vegetables and the introduction of groundbreaking technology called High Pressure Processing (HPP), Suja has become the country's leading organic and cold pressed beverage brand. Suja emerged from a shared dream to help people everywhere transform their lives through conscious nutrition. Suja, which means a long, beautiful life, has the promise in its drinks in each bottle.

"We love plants. We're constantly in search of the most interesting, delicious, nutritious plants we can find. We cold-press them to extract all the nutrients, bottle them up and use High Pressure Processing (HPP) to get rid of the potentially harmful bacteria while keeping that fresh taste and all the good nutrients. Cold Pressure or High Pressure Processing is a method of preserving packaged food products using extremely high pressure instead of high heat. This process extends the shelf life without the use of preservatives and helps to maintain the nutrients in our organic cold-pressed juices and functional beverages."

For a small company like Suja, it is really hard to produce and sell the product profitably. The main reasons are buying only a small amount of organic products, using an effective but expensive HPP process, and not having a large enough distribution network. During the first three years of the operation, the company needed foreign investments in order to keep its doors open and to continue making popular beverages. In order to achieve the mission of democratizing the best beverage in every sense of the word in the market (offering it to all - making it accessible and affordable), the company realized the necessity to partner up with a company that has the tools available to leverage.

Suja Life's main supporter is Coca-Cola, who came together with Goldman Sachs to buy 50% stake in 2015. Two years later, Coke invested $ 11 million and increased its stake by 3%. Reason: Recent research showed that more than 28 million households were interested in more organic cold-squeezed fruit juices in the American market - but did not know where to buy. Suja is currently being bought by about three and a half million families, so there is still a huge potential in the market.

With its financial support, Suja constantly produces new combinations of ingredients and flavors to arouse curiosity in taste buds. Suja developed more than 250 products ranging from probiotic water to cold brewing tea, from drinkable vinegar to vegetable protein milk. In fact, the company is able to develop a new product and deliver it to customers in a very short period of time, at a rare rate in the beverage industry. Unfortunately, it is not possible to keep them all on the shelf at the same time. For this reason, the firm constantly sends some products to "flavor graveyard" with its agile structure and offers the others to the market on the shelves of both low cost and of premium markets.

There is only one answer to those who criticized the partnership with Coca-Cola: "Accepting investments from Coca-Cola allows us to strengthen our distribution networks without changing anything about our beverages and to expand our production to meet the growing demand".

Question1) Describe the brand identity that Suja should create in Turkey?

Question2) Discuss the dimensions of the brand identity with examples?