Brand Management Assignment : Coca Cola
17 Pages5963 Words490 Views
Added on 2020-12-09
Brand Management Assignment : Coca Cola
Added on 2020-12-09
ShareRelated Documents
Brand Management
Table of ContentsINTRODUCTION ..........................................................................................................................3TASK 1............................................................................................................................................3Article for Marketing brochure for Optimum Impression Ltd. ‘Brand is Power’......................3TASK 2............................................................................................................................................5Brand portfolio and hierarchy management....................................................................................5Brand portfolio of Coca Cola......................................................................................................5TASK 3............................................................................................................................................7Strengths of the brand that can be leveraged..............................................................................8Weaknesses that may need attention providing some possible suggestions...............................8Collaborative and partnership agreements..................................................................................9TASK 4............................................................................................................................................91. Brand value.............................................................................................................................92. Brand awareness....................................................................................................................103. Market share..........................................................................................................................104. Consumer attitudes................................................................................................................115. Purchasing intent...................................................................................................................11CONCLUSION..............................................................................................................................12REFERENCES..............................................................................................................................13
INTRODUCTION Brand management is a method for identifying methods in which a company can dopromotion of its brand and also set a positive brand image in minds of consumers. It is veryessential for such kind of business enterprise who are wanting to acquire a large share within amarket place and also attract more and more number of customers (What Does BrandManagement Mean, 2018). In this case, a company is building a healthy relation with their targetmarket so that it can help brand management as this will result in loyalty towards brand. In thisreport Optimum Impression Ltd which is an advertising company is being used for task one.This also involves procedure of cultivating, preserving and upholding a brand so that its name isbeing aligned with a desired result. In this report, organisation which is being selected is CocaCola company, which is based mainly in United Kingdom. Under this project report, different kinds of topics are being discussed such as brandequity, brand, the stages which are needed to be followed to create a successful brand, duty ofdepartment of marketing in order to create a brand equity, strategy in order to strength brandequity, brand extension, reinforcing and importance of branding as a marketing technique. Brandportfolio and its hierarchy, strategies that are being implemented by managers in portfolio,critical evaluation of brand looking, and measuring as well as managing value of a brand,awareness, market share etc., are also being mentioned under this assignment.TASK 1Article for Marketing brochure for Optimum Impression Ltd. ‘Brand is Power’Article: Brand is PowerTo: Board of Directors of ‘Optimum Impression Ltd’From: Marketing manager Date: January 9, 2019 Subject: Brand is Power1. Introduction Brand is a specific product which is produced by an organisation under a particularname. This can be referred to as a symbol, design, name, feature and term that makes a productdifferent from other company’s product. This is also beneficial for a company for getting acompetitive advantage within a market place. Brand is being utilised in a business, marketing
activities and advertising in order to attract more and more customers. There are many businessorganisations which takes a legal protection for their brand which is can be termed as atrademark. It means that other organisations cannot replicate their brand identity or symbol. According to Aaker’s brand equity model, brand equity refers to a set of loyalty, brandawareness perceived quality and associations. It is brand's commercial value which is anoutcome of perception of a customer which is related to brand name of particular service or aproduct. Moreover, it can also be termed as a market image that has been taken from popularityof a brand between customers. This can be developed by Optimum Impression Ltd. for theircommodities by doing innovations in them, best quality and recognised easily. It is a kind ofelement which is beneficial for this organisation so that they can determine their brand image ata market place and also among competitors.In case a company is desiring to create a wealthy brand that it is necessary to abide bysome steps. For example, in present case, Optimum Impression Ltd desires to create a wealthybrand than they must follow some steps which are being mentioned below. Determining target audience: It is the initial step of this process in which OptimumImpression Ltd is required to analyse target market in order to recognise brand. Underthis stage, markets of a company also need to identify methods of communication withtheir audience. Define brand mission: Under this stage, an organisation is required to elaborate valueswhich are willing to inculcate along with base of their audience. Reason for existence ofan organisation is reflected by statement of mission and vision. It might assist in processof building brand across various channels. Create value propositions: Company's marketer should always concentrate on methodswhich make their brand incomparable and precious. This can be done by the help ofeffective channels of communication with customers. Determine Brand guidelines: Brand guide lines refers to a set of rules and policiesaccording to an organisation communicate with their targeted audience. It is beingrecommended to all companies to set a definite pattern for visualising factors as well ascompany's structure.Marketing brand: At this last step, organisation is required to create a particularstrategy of marketing in order to distribute a brand. Companies must supply branding in
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Brand Portfolio Strategy - PDFlg...
|16
|5996
|85
Brand Management Assignment Solution (pdf)lg...
|17
|5539
|92
Brand Management of Optimum Impression Ltd & Coca Colalg...
|22
|6068
|161
Coca Cola Brand Management - PDFlg...
|15
|4511
|255
Brand Management on Optimum Impression Ltd Assignmentlg...
|15
|4644
|38
Brand Management Assignment Solved - Optimum Impression Ltdlg...
|22
|6169
|330