Branding and Consumer Behavior

This presentation explores the relationship between branding and consumer behavior. It discusses the identification of consumers, marketing and branding strategies, analysis of consumer behavior, and recommendations. The focus is on Coca-Cola as a case study. References are provided at the end.

Branding and consumer
behavior

Table of content
Introduction
Identification of Consumers
Marketing and Branding Strategies
Analysis of Consumer Behaviour
Strategies along with its impact on consumers and decision making process
Recommendations 8
Conclusion
 References

Introduction
Consumer Behaviour refers to a study in which analysis of
consumers along with various methods they use to dispose their
income towards various products and services is assessed. It
includes various factors such as mental, emotional and
behavioural responses of a customer towards the products. On the
other hand branding refers to the practices in marketing under
which creation of name, symbol as well as designs of different
products that are differentiate it from others in market.

Identification of Consumers
Coca-Cola strategically analyses its target
market in order to identify the potential
customers of company. Company however
does not focus on certain segment of
consumers but adapts the marketing strategy
by developing and innovating new products.
This helps organization to continuously
increase their consumer base. The major age
group which Coca Cola focuses on ranges from
13-30 years of age. However there are a
number of partnership joints through which
company reaches other age groups as well.
They have linked up with a number of fast food
restaurants such as Mc Donald's and Domino z
through which it reaches out to customers.

Marketing and Branding Strategies
Branding and marketing are two of the
important functions which are to be use by
companies in order to make sure that the
customers are effectively attracted towards
the brand. It is necessary for companies to
increase their customer base and develop a
competitive edge which is made possible by
marketing and branding.

Continue…
There are various branding strategies used by Coca cola which are mentioned
below:
 Focus on Individuals and not towards organisation: Coca-Cola have
successfully developed its communications, packaging in order to meet the
promises that it had made to its customers that are “Happiness and Sharing”.
 Look for uniqueness of consumers: They are focusing upon their audience while
crating advertisements. They keep in mind that there is no age bar attached to it.

Continue….
 Focus on great content: The advertisements and branding used by Coca-Cola is
specifically focusing on content.
 Right form of visuals: The brand majorly focuses on creating stories rather than
just creating advertisements.
 Focus on Vision Statement: The vision statement of Coca-Cola says “ Happiness
and sharing”. Since 1970 there have been creation of a number of different
advertisements and campaigns.

Analysis of Consumer Behavior
 Consumer behavior is the study which includes analyzing various processes
which are used by consumer to choose a product or service is evaluated.
Emotional, mental and behavioral responses of consumers are also studied in
this. There are a number of concepts which helps organization in understanding
behavior of customers. It can be divided into
 Psychological Concepts: Psychological concepts include the study of
complex human behavior.

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External Socio-Cultural Concepts: Socio-Cultural factors include various set of
believes, behavior and practices that are existing in a population. It is necessary for
organizations to examine the socio-cultural environment in order to run their
business and attract consumers.

Strategies along with its impact on consumers
and decision making process
Coca Cola used a number of different marketing strategies that have greatly
influenced the decision making process of an its consumers. Below mentioned
are some of its strategies along with its effects on consumers:
 Targeting Millennials
 Iconic Product design

Recommendations
There are several recommendations which can be adopted by Coco-Cola that is
going to be mentioned below:
 Coco-Cola can introduce an assertive SME based drive in order to introduce or
launch innovative product which is names as “Coke Vanilla. For this purpose,
the organisation focuses on adopting different promotional techniques such as
advertising, sales promotion, publicity as well as sponsorship and many more
which helps in increasing awareness of innovative products in front of customer
at marketplace.

Conclusion
On the basis of above mentioned report, it has been analysed that it is necessary to
assess needs or wants of customer in order to satisfy them. The branding signifies
name, design and symbols of various goods which are differ from its rival firm.

References
 Eggers, F., Eggers, F. and Kraus, S., 2016. Entrepreneurial branding: measuring
consumer preferences through choice-based conjoint analysis. International
entrepreneurship and management journal. 12(2). pp.427-444.
 Keller, K.L., 2020. Consumer research insights on brands and branding: a JCR
curation. Journal of Consumer Research. 46(5). pp.995-1001

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