Coca Cola Brand Management - PDF

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Importance of branding and components to build and manage brand equity..............................3
TASK 2............................................................................................................................................6
Brand Portfolio and Hierarchy Management...............................................................................6
2. Hierarchical management of brands in Coca- Cola ................................................................7
3. Analyse strategies for managing equity of brands...................................................................8
TASK 3............................................................................................................................................9
Brand extension and leverage......................................................................................................9
Task 4 ............................................................................................................................................11
Measuring and managing brand value.......................................................................................11
CONCLUSION..............................................................................................................................13
REFERERNCES............................................................................................................................14

INTRODUCTION
In present time, brand management is consider to be an effective method that help in increasing
and managing the image of brand within the existing market. Manager use to consider important
aspects such as price, customer, cost and rivals that help them to analysis the current market
image of their brands (Ashworth and Kavaratzis, 2010). In this project, optimum impression
company is chosen to understand the importance of brand. In the evaluation context Coca- cola is
selected that is a soft drink manufacture company.
In this project, brand development and management related to branding activity is
discussed. This report also show organisation portfolio strategy and hierarchy management along
with the brand extension and leverage of brand within the respective organisation. Project report
also discuss that different techniques for evaluating and controlling brand value that support to
build best image of company product in the market.
TASK 1
Importance of branding and components to build and manage brand equity.
Introduction
Branding is a process of increasing and promoting a specific product of company with
the help of different marketing strategies, methods and distinctive structure. Optimum
Impression Ltd is one of the leading companies in UK that provide different advertising
services to various other companies. Marketing manager of company prepared an article that
help in developing a complete fresh marketing brochure for Optimum Impression (Hollebeek,
2011).
Brand:
Brand is a unique shaped design or a symbol that helps a company to carry a different identity
in front of its competitors. It is observed that good brand name is helpful in creating trust, faith
and loyalty among customer.
Brand equity: This is preferred to be an effective marketing strategies that help to
examine a value of brand. This specific value comes from customer point and their experience
connected with use of brands. In general it is consider to be premium amount that is generated
by company through different product and brand value. Manager of optimum impression
4