Brand Elements: Analysis of Coca Cola against Six Criteria

This article analyzes Coca Cola against the six criteria of brand elements, including memorability, meaningfulness, likability, transferability, adaptability, and protectability.

Running head: BRAND ELEMENTS
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Name of the Student
Name of the University
Author Note

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Kotler and Keller had mentioned of six criteria which formed the basis of selection of the
brand elements. The importance of the six criteria lies in the role it plays in the marketing of a
particular product. For the present purpose, the chosen brand Coca Cola shall be taken up for
analysis against the six criteria, in order to substantiate the marketability of the sweetened
carbonated beverage the brand sells.
Memorability- This particular refers to the designing and presentation of the brand
elements which are helpful for the brand to achieve a high level of awareness on part of the
masses about the brand. That is quite beneficial as the customers are reminded of those very
information and symbolisms while purchasing the product. The elements of Coca Cola through
which it creates a sense of memorability are its name and the fact that it sells only cola flavoured
drinks. The signature red and white style of cover label is also helpful in enabling memorability
of Coca Cola(Kotler & Keller, 2011).
Meaningfulness- This element is concerned with the elements of the brand being
meaningful and having relevance with the product or the brand. This particular element also
necessitates the need for presenting some benefits and utilities of the product concerned. Coca
Cola upholds the factor of meaningfulness by selling what the name of the company is
suggestive of, that is cola flavoured sweetened and carbonated drink. The company has also
through advertisements tried to add the touch of meaningfulness to its products whereby it has
shown that their products are the best way to quench one’s thirst and the epitome of a cold drink.
That claim can be substantiated with the sheer success it has gained in third world countries in
comparison to the local brands available there(Kotler & Keller, 2011).
Likability- This element refers to the strategies and the techniques used by the company
to make its products attractive and enable the customers to buy it. Attractiveness accounts for not

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just making the packaging attractive but also introducing innovation in the products. In other
words, it refers to effective marketing strategies to increase the saleability of a particular product.
Coca Cola has made its product likeable by catering to the client base who due to diabetes are
unable to consume it. Hence they have launched the diet coke which is sugar free and even the
diabetics can also enjoy the drink(Kotler & Keller, 2011).
Transferability- This particular element hints at the capacity of a product to expand the
range of products it seeks to offer to the client base. With regard to Coca Cola it can be said that
the element of transferability is very much limited as the company has not offered anything else
apart from cola flavoured drink, and the diet coke fit for diabetics are just a variation of the same
product and is not qualitatively different. However, Coca Cola has invested in packaged drinking
water in recent times, but its signature cola flavoured drink is still intact(Kotler & Keller, 2012).
Adaptability- It refers to changing of the marketing strategies and the products to meet
the changing needs of the market. Coca Cola has done that by launching the diet coke to reach
out to the diabetic beverage lovers. It has also invested in packaged drinking water to expand its
business(Kotler & Keller, 2012).
Protectability- It refers to the strategies taken by a company to protect its trade practices
legally against any form of misuse. Coca Cola uses the trademark labels in its products which
enables it to protect its products against any form of misuse and promotion by unauthorized
trading. Coca Cola has the right to sue that company or individual which steals its trade secrets
and its labels (Kotler & Keller, 2012).

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References
Kotler, P., & Keller, K. L. (2011). A framework for marketing management. Prentice Hall.
Kotler, P., & Keller, K. L. (2012). Marketing management: Global edition. Harlow: Pearson, 56.