Brand Management: A Case Study of Coca-Cola

Running head: BRAND MANAGEMENT
BRAND MANAGEMENT: A CASE STUDY OF COCA-COLA
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1BRAND MANAGEMENT
EXECUTIVE SUMMARY
This report intends to analyse the concept of brand strategy in the particular light of the case study
of the firm Coca-Cola. The report begins by discussing the emotional connection that the customers,
particularly the teenagers or the youngsters share with the soft-drinks offered by Coca-Cola. The
report next analyses the symbolical connection that the soft-drinks offered by Coca-Cola have share
with the customers and it is seen that it is deeply ingrained in the social practices followed by the
teenagers. The report also analyses the manner in which the soft-drinks ingrains within itself the
cultural traditions of the teenagers or the youngsters. The communication process which is being
used by the firm, namely, the different kinds of digital marketing strategies and also the manner in
which the usage of different kinds of practices like use of recyclable plastic for packing and others
have helped in the creation of a positive brand image for the firm have also been discussed. Lastly,
the report concludes by highlighting the manner in which these aspects of the brand strategy used
by Coca-Cola have contributed towards the enhancement of the performance of Coca-Cola.

2BRAND MANAGEMENT
Table of Contents
Introduction...........................................................................................................................................3
Emotion and Brands..............................................................................................................................3
Symbolic Meaning of Brands.................................................................................................................4
Cultural Meaning of Brands...................................................................................................................4
Brand Equity..........................................................................................................................................5
Brand Communication...........................................................................................................................5
Brand Performance...............................................................................................................................6
Conclusion.............................................................................................................................................7
References.............................................................................................................................................8