Innocent Drinks is primarily a company that sells juice and healthy snacks. They are branded as a company that sells only healthy pure foods. They also have fun snacks. It also has its own quirky style of marketing its products. The company was founded in 1998 and has been a successful venture. The company is headquartered in London and is spread across many European countries. In a market that is flooded with juice and snacks products from big corporations this company has managed to create a niche for itself. This is due to their high quality succulent foods and good marketing strategies deployed by the company. The major investor of this company is Coca Cola (Innocent, 2014). It is only with the aid of this huge corporation Innocent Drinks have spread across many countries. Apart from Coca Cola helping for the growth of the company the company has its own inimitable marketing style that has aided in its growth. This company has also undertaken a number of eco-friendly endeavors. It also makes sizable contributions to charity and is involved in a number of community programs. This has also aided the brand to gain intrinsic brand value. Given this background context of the Innocent Brand, this essay aims to analyze and evaluate the current brand position and branding strategy of the brand with a focus on the purpose, advantages, and limitations of their brand position and strategy. From this future opportunities and challenges for the brand are presented.