Brand development/branding. A brand has to convey quality, identification, recognition and, above all, reliability. It differentiates itself from the competition through its position and a clear brand promise. Brands are not created by a single campaign, but rather develop through a long-term, consistent communication strategy. We are immensely proud of helping actively shape the development of the Zespri brand – with TV, online, print and social media campaigns, all supported by continual press relations. When consumers then vote the product as ‘product of the year’, it shows that everyone in the value-added chain has done everything right. This is how brand development works.