Response on Coca Cola, KFC, and Samsung Branding Strategies

This response discusses the branding strategies of Coca Cola, KFC, and Samsung, including their use of packaging, sponsorship, partnership, communication, and advertising.

Running Head: BRAND AND STRATEGY
Brand and Strategy
Name of the Student
Name of the University
Author Note

1BRAND AND STRATEGY
Response on Coca Cola post
Regarding the post on Coca Cola, it can be said that in the awareness and marketing of a
brand, the packaging style of the product matters up to greater extent. Coca Cola has utilized the
differentiation strategy by bringing uniqueness in its identity. There are various products which
grab the attention of the people in the market as per the views of Rundh (2016). It has been found
that almost one –third of the customers are fascinated by the outer packaging of a product. This
is what differentiates it from the other similar products in the market. It looks different from the
competitors. Taken for example, one of the products of Captain Morgan is Canon. The bottle of
Canon Blast is shaped just like a cannon ball. The outer appearance of the bottle is completely
relevant to the name as exemplified by Moodie (2016). Hence, it attracts the attention of the
customers and unique from the competitors in the market. Notably, the color of Coca Cola is Red
that has almost become the brand’s color. The post depicts that the packaging color of Coca Cola
has made it an iconic brand across the entire range of soft drinks available. In this regard I would
like to add that the color of a product is reflected in the psyche if human being and shapes the
buying decision of the customers. The color specifications sometimes depend on the target
market and the demography, comments Jerzyk (2016). The sponsorship of the Coca Cola
company with various sports and music entities has also served as a marketing tool especially for
the sports and the music fans. Hence, it can be said to be a strong marketing tool for the
established brands.
Response on KFC post
The post on KFC depicts the importance of advertising, communication, Sponsoring and
partnership. The post suggests that branding is not about only isolating the particular product

2BRAND AND STRATEGY
from the other goods, it is also about the management of maintaining the product mage in a
particular industry. Van Grinsven and Das (2016), supports that branding is a strategy but not an
activity. A sense of competitiveness is maintained among the business firms. The brand KFC has
earned the status of an iconic and attractive brand among all the fast food brands. The brand has
made good use of the sponsorship, partnership, communication and advertising as their business
strategy. The sponsorship to different Football tournaments, the partnership with the Japanese
fashion designer has created space for the brand to receive maximum fame. It has become the
youth icon of today. Moreover, the CSR values of the brand has connected it emotionally with
the people suggest Séraphin et al., (2016). It is the single largest donator to Komen for the
research on breast cancer, acupuncture and treatment of arthritis. I this regard, I would say that
the CSR activities also have their own benefits such as in increases the brand recognition,
establishes a positive business reputation, the customer loyalty and the sales. According to
Gordon, Zainuddin and Magee (2016), through the soring brand awareness by various marketing
strategies KFC leaves huge impact on the customers through applying the sensory marketing.
Notably, the cost –friendliness and the quality service is another important component of shaping
the buying decisions of the customers.
Response on Samsung post
The establishment of the brand loyalty is difficult in the current competitive scenario. The
in-store experience and the customer service play important roles in the formation of brand
loyalty and customer satisfaction, comments Cao, Ajjan and Hong (2018). Hence it is always
important to have a good customer service management strategy to deliver higher quality
services by various channels. The contemporary market has changing consumer behaviors and
needs. The smartest companies are adapting to the change in consumer behaviors. In this regard,

3BRAND AND STRATEGY
I would focus on the brand Samsung which has developed better brand loyalty by the products
which are user –friendly, customer satisfying and cost effective too. Undoubtedly, the
technology used in the products, the color and price too have driven the customers towards
purchasing the extensive range of products the company offers. As per the suggestions of Kim et
al., (2016) it is evident that the company has selected its branding strategy that is valuing the
needs of the customers. It has tailored its products according to the needs of the customers. The
innovative retail technology used by the company has inevitably enriched the consumer
experience. It has led the company to gain higher competitive advantage and keep on satisfying
the needs of the customers as suggested by van der Aa, Bloemer and Henseler (2015).

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Reference
Cao, Y., Ajjan, H., & Hong, P. (2018). Post-purchase shipping and customer service experiences
in online shopping and their impact on customer satisfaction: an empirical study with
comparison. Asia Pacific Journal of Marketing and Logistics, 30(2), 400-416.
Gordon, R., Zainuddin, N., & Magee, C. (2016). Unlocking the potential of branding in social
marketing services: Utilising brand personality and brand personality appeal. Journal of
Services Marketing, 30(1), 48-62.
Jerzyk, E. (2016). Design and communication of ecological content on sustainable packaging in
young consumers’ opinions. Journal of Food Products Marketing, 22(6), 707-716.
Kim, S. K., Yim, B. H., Byon, K. K., Yu, J. G., Lee, S. M., & Park, J. A. (2016). Spectator
perception of service quality attributes associated with Shanghai Formula One:
Importance and performance analysis approach. International Journal of Sports
Marketing and Sponsorship, 17(2), 153-171.
Moodie, C. (2016). Novel ways of using tobacco packaging to communicate health messages:
Interviews with packaging and marketing experts. Addiction Research & Theory, 24(1),
54-61.
Rundh, B. (2016). The role of packaging within marketing and value creation. British Food
Journal, 118(10), 2491-2511.
Séraphin, H., Ambaye, M., Gowreesunkar, V., & Bonnardel, V. (2016). A marketing research
tool for destination marketing organizations' logo design. Journal of Business
Research, 69(11), 5022-5027.

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van der Aa, Z., Bloemer, J., & Henseler, J. (2015). Using customer contact centres as
relationship marketing instruments. Service business, 9(2), 185-208.
Van Grinsven, B., & Das, E. (2016). Logo design in marketing communications: Brand logo
complexity moderates exposure effects on brand recognition and brand attitude. Journal
of marketing communications, 22(3), 256-270.