Brand Portfolio Strategy of Coco-Cola
15 Pages4141 Words419 Views
Added on 2020-10-05
Brand Portfolio Strategy of Coco-Cola
Added on 2020-10-05
ShareRelated Documents
Assessment
Table of ContentINTRODUCTION...........................................................................................................................1LO 1.................................................................................................................................................1TASK 1............................................................................................................................................2Introduction............................................................................................................................2Main Body..............................................................................................................................3Conclusion..............................................................................................................................5LO 2.................................................................................................................................................5TASK 2............................................................................................................................................5Brand Portfolio strategy of Coco-cola....................................................................................5Hierarchy management of brands...........................................................................................6Strategies used for managing the equity.................................................................................7LO 3 ................................................................................................................................................7TASK 3............................................................................................................................................7Presenting difference between line extension and brand extension.......................................7Strength and weaknesses of Coco-Cola.................................................................................8Collaborative and Partnership agreements.............................................................................9LO 4...............................................................................................................................................10TASK 4..........................................................................................................................................10Evaluating the techniques used by Coca- Cola for measuring and managing ....................10CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................12
INTRODUCTIONBrand management is the analysis and a planning tool through which the brand isperceived in a market. The report is divided into two parts, in first part report provides anoverview of brand and brand equity of Diesel S.p.A. which is retailer firm who offers clothing,footwear and accessories. Further this part also covers that how the firm can build successfulbrand by using various stages and models. In second part, the chosen company for this report is Coca-Cola which is one of thelargest and top leading alcoholic beverages firm and the report will describe its brand portfoliostrategy with its hierarchy management of brands. Further it describes the strength andweaknesses of a firm and its collaborative and partnership agreements. Lastly, the report evaluatevarious technique which is used by the quoted firm in order to measure the brand value,awareness, market share and purchasing intent.LO 11
TASK 1“Brand is Power”IntroductionBrand is the main key aspect of a company and a brand is a symbol, mark, logo and the namewhich a company uses in order to differentiate the firm from other. Thus, a brand name cancreate and stand for a loyalty, trust, faith that depends on how the brand is marketed, advertisedand promoted. In the similar way Diesel S.p.A. is a leading retailer firm that also launched amarketing brochure names 'Brand is Power' that outlines equity stages of building successfulbrand (Jugenheimer, Sheehan and Kelley, 2015).Brand equity is a marketing term which describes the value of a brand such that the value isdetermined through a consumer perception and the experience of a brand.Benefits of a branding A strong branding helps to build a recognition and a customers' loyaltywhich means that when a customer is shopping for a specific product then they feel comfortableand also enjoy the best quality. Further it also helps to gain high competitive advantages thatleads towards a success. As it also build the financial value for a business and creates trust in themind's of customers of Diesel S.p.A. .Stages of building a successful brandAs it is specified that the branding is the necessary aspect for every firm and by developing anattractive logo and tag- line which reflect a product as a brand and then implement it by publishit on website. Therefore, the quoted firm also develop brand using brand pyramid whichincludes some stages such as technology of competitor, the company has to design its brandaccordingly to sustain in the market.Its stages are, identify the target audience by creating the marketing objectives, determine the tag line and a brand mission, Creates the value proposition through a visual research or market communicationand then examine the sustainability of a brand and continuous monitoring is necessary.The role of marketing department for creating brand equity:In Diesel S.p.A. , the market department plays a crucial role in order to create brand equity suchthat the department helps to promoting the defined goals as well as objectives with otherfunctional areas of a quoted firm (Rauschnabel and et.al., 2016). Therefore, the marketing2
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Brand Management of Optimum Impression Ltd & Coca Colalg...
|22
|6068
|161
Brand Management Assignment Solution (pdf)lg...
|17
|5539
|92
Brand Management of Coca Cola Doclg...
|18
|5509
|42
Brand Management Assignment : Coca Colalg...
|17
|5963
|490
BRAND MANAGEMENT INTRODUCTION 1 TASK 12 "BRAND IS POWER" 3 TASK 26lg...
|18
|6210
|215
Brand Management in Business Practicelg...
|13
|5041
|426