Marketing Report: An Analysis of Coca-Cola's Brand Strategy

This report provides an analysis of Coca-Cola's brand strategy, focusing on how the company leverages its sub-brands and utilizes token endorsement to reach a global mass market. The report examines Coca-Cola's positioning as a branded house, where a single master brand supports various sub-brands like Sprite, Diet Coke, and Fanta. It discusses the advantages of this approach, including increased brand credibility, visibility, and communication efficiency. The analysis further explores the four major branding routes employed by Coca-Cola and highlights the benefits of token endorsement in enhancing the visibility and assessment of sub-brands, ultimately contributing to the overall revenue generation. The report also includes a brief overview of the chosen approach, along with the advantages of the chosen strategy.

Running head: COCA COLA STRATEGIES
COCA COLA STRATEGIES
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COCA COLA STRATEGIES
Strategy
The strategy that have been incorporated by Coca Cola have been that they have several
sub brands on which their sales is dependent on. Coca Cola have been performing Token
endorsement for reaching out to the global mass. In this case of token endorsement process, the
main aspect that is considered is that there is to be a master brand that will be substantially more
prominent than that of the other sub brands. As in case of Coca Cola this issue can be well
justified. There are several brands that falls under the brand of Coca Cola. They are namely
Sprite, Diet Coke, Fanta, Coca Cola Zero and so on. However, it have been seen that the brands
that are considered in the section are less prominent as a brand than that of Coca Cola. Coca Cola
falls under the category of branded house. As in case of branded house, there have is to be a
single master brand and works with a set of specific sub brands. Again it can be stated that the
token endorser can be performed only with brands that are well known and Coca Cola is a brand
that is obviously well known in the market. The other aspect that is considered in the section is
that in this case the master brand needs to be capable enough of providing a better quality
assessment of the products. This will be creating a better branding of the sub products.
Sub strategy
There are 4 major branding routes that are present in the section. It can be stated that a
mixture of the 4 branding strategies as per the need of the business point of view is stated. Again
with the help of the token endorsement section, there are major aspects that are to be considered.
It is seen that the master brand have been the major source of branding and hence wise the entire
branding process gets better. It have been seen that credibility of the brand, visibility of the brand
and communication efficiency are the major benefits that are enjoyed due to the usage token
endorsement have been done.

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COCA COLA STRATEGIES
Reason of the chosen approach
There are major advantages that are to be considered for using the technique of token
endorsement. The main advantage that is considered in this case is that despite not being the
center of branding with an increase in branding of the sub brands the organization as a whole is
in a win-win state. This might be benefitting the operational process of Coca Cola in the revenue
collection section. Another aspect that is considered in the section is that there is a better
assessment of the sub brands as the visibility of the sub brands increases to a great extent. The
credibility of the sub brands might also be in an increasing node.

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COCA COLA STRATEGIES
Bibliography
Aaker, D.A. and Joachimsthaler, E., 2000. The brand relationship spectrum: The key to the brand
architecture challenge. California management review, 42(4), pp.8-23.