Brand Management Report: Coca-Cola Brand Equity and Strategies

This report provides an in-depth analysis of Coca-Cola's brand management strategies. It begins by emphasizing the importance of branding as a marketing tool and how it has evolved in business practices. The report then delves into the key components of building a successful brand image and managing brand equity, specifically within the context of Coca-Cola. Section 1 discusses the importance of brand equity and how Coca-Cola manages its brand. Section 2 examines different portfolio management strategies, brand hierarchy, and equity management. It explores collaborative brand management, partnership strategies, and various techniques for measuring and managing brand value. The report highlights the role of brand management in providing a competitive edge, supporting constant assets, and contributing to economical value. The analysis covers elements like target audience, brand promise, brand perception, brand voice, and brand value. The report concludes by summarizing the benefits of strong brand recognition and brand equity for companies like Coca-Cola, providing a comprehensive understanding of the brand management process.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................3
SECTION 1......................................................................................................................................3
P1 Importance of branding as a marketing tool and the way it has emerged in business
practice ..................................................................................................................................3
P2 Key components of a successful brand image building and managing brand equity.......5
SECTION 2......................................................................................................................................7
P3 Different strategies of portfolio management, brand hierarchy and equity management. 7
P4 Management of brands in collaboratively and in partnership...........................................9
P5 Different types of techniques for measuring and managing brand value........................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Brand management is the procedure and activity of assessing and designing how an
organisation perceive a brand in the whole market. The main elements of managing a brand is
improving and establishing a better image of enterprise among the target group and market
(Annie Jin, 2012). The management procedure contain various intangible as well as tangible
component in which tangible includes the packaging, physical appearance, costing and other
elements of a services and product. On another side, intangible elements of a company consist of
consumer experience of clients after the utilisation of products and service that portray
recognition of brand. It is a paramount process which avail in gaining more market share along
with enlarging the range of organisation market area. Thus, the entire procedure highlight the
organisation in the whole market. This report will relay on the major beverage of cold drink
brand Coca-Cola which is consider as the largest beverage company in United Kingdom, based
on Americas, retailer, non-alcoholic organisation. This assignment will evaluate the brand
management tools along with marketing tools for meet the demands and needs of organisation.
SECTION 1
P1 Importance of branding as a marketing tool and the way it has emerged in business practice
This is required for understanding the value of management of brand, this is essential for
an organisation like Coco-Cola to consider the requirement and concept of brand. A brand can be
refer as the service, product, concept which eliminate the organisation as a unique brand among
public as well a create a unique recognition (Balmer, Liao and Wang, 2010). Brand management
and establishments is a procedure which is more valuable in the market as this help in expansion
of small of large business organisation. It can be said as endowing of services and products along
with power of brand. This render the products meaning through supporting them with label of
certain enterprise or logo by which name people like to make the purchase decision of specific
service. Thus, this process is helpful for both enterprise as well as consumer in effective
functioning. Brand
This assist the consumer in commodities and services manufactured by an organisation
according to their demands and choices. Hence, this can be claimed that symbol of brand is the
logo which presents a mental sign in the perception and minds of people The brand management
is a very crucial and paramount procedure as this helps in increment of sales in products and
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services. According to Association of American Marketing, a brand can be referred as the sign,
design, term, symbol or name that is also knowns as interesting services combination along with
products identification for one to other group of trader and eliminate them from other traders or
seller.
Brand Equity: The major elements of creating a strong perception is brand equity
management which Coca-Cola is managing in order to keep creating the value of company
among customer. This term refer to the premium value which an organisation manage from a
service along with well-known name while generic equivalent comparison (Baumgarth, 2010).
By the assistance of this procedure, Coca-cola have successfully been able to deploy its business
overall in the global trade. Brand equity can be built on which consumer's direct services and
products experience. Brand equity can be carried out to create loyalty and dedicated that can
deliver beyond cost or the occasional service and product. This can be defined as the quality
which inspires consumer to suggests their colleagues and friends. Hence, it regard of managing
this, brand equity plays vital role in the management in the marketing.
Thus, one of the major and leading merits of the brand management procedure is to offer
venture opportunities to distinguishes the form of products production in the recent market.
Moreover, the administration has their own importance in the tools of marketing that can be
consider as from some of these elements:
 Brand Provide competitive edge: It is paramount for each and every organisation to seek
the available resource sum for building a better industrial competition in order to attain
the set aims and objectives of Coca-Cola. For this, an organisation has executed a new
strategy known as 'One brand' in order to achieve the target audience and meet
competitive edge in effective way within the certain period of time.
 Brand Support constant asset: Brand management helps in receiving and making
alternation in system through using various techniques to whole organisation along with
their stakeholders. This it assist a company in sustaining in the industry through meeting
short and long term goals and objectives. One of the major sustainable resource is
trademark that can aid in the respected organisation and has been facilitating growth
since past few months and years (Bergkvist and Bech-Larsen, 2010).
 Support to Economical Value: A company is eliminated on the two different basis in
resources terms which is tangible and intangible. Coca-cola is large organisation which
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has nearby $67 million s well as more value in market according to the previous
evaluation of market which is approx. 54% of the whole market share. Hence, the
procedure also aid in meeting the image of brand in ideal manner.
This can be noticed that a brand and products is different terms from each other as people
feel fuss while listening both terms. Both have the same concept but the brand stands for
uniqueness and product is general. Under is highlighted the major distinguishes between both:
Brand Logo Product
It is the unique and distinct terms that reflects
some specific services and products
positioning in the market. Such as Coca-Cola
is most preferable company while it comes to
beverage (Braun, Kavaratzis and Zenker,
2013).
Services and products means the combination
or set of some attribute merchandise by an
organisation for gaining the determined
outcome and mission along with satisfying the
client's demands.
Other enterprise in trade can only the products
but only in form of substitute of them.
It render the copy permission of services to any
firm as their major services due to lack of
copyright policies.
This is known as the intangible components
which creates a different market and consumer
perception among the minds of consumer.
These are considered as tangible elements as
comparison to brand.
Branding has a wider role in the accumulation, formation and management of marketing
strategies within a working organisation as this deliver various advantages to the company.
Coca-Cola can introduce their brand through the assistance of effective marketing strategies but
on other other hand, the brand management can aid the marketing strategies in adopting and
disseminating their message on wider context. Here are mentioned some of the major benefits
discussed as below: Loyalty and Recognition: The major branding benefits is that consumer are more likely
to recall brand of Coca-Cola. Through the help of branding techniques, company can
achieve wider market range and attention of consumer along with earning loyalty and
recognition of brand in more efficient manner.
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 Image of Size: Strong brand recognition can be established through the management of
brand and attracting wider consumer context in more wider way.
 Brand Quality: Though the help of this, marketing strategies is availed more quality of
their performed activities as well as can assist in managing quality of enterprise in more
profitable manner.
Hence, there are several different ways through which an organisation like Coca-Cola can
manage their brand recognition and brand equity. This is essential to grow a product in different
category and it should be associated with certain reputed brand name. The through leveraging
expertise celebrity, shifting the existing product form and change the entire strategies, company
can develop and grow their brand equity.
P2 Key components of a successful brand image building and managing brand equity
Marketing essence is to build and project a proper and strong brand image. A brand can
be refer as service and products which is different on the basis of some basic parameter. Though,
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Illustration 1: Development of Coca-Cola Brand Equity
Source 1: Development of Coca-Cola Brand Equity, 2018

it is easier to make and maintain proper brand recognition in order to achieve the business
objectives, this is essential to understand the vast difference between both strong and weak
brand. Strong brand are focused over the certain audience but the entire target segments. They
have uniqueness in the value proposition term which delivery consistency while promise. Weak
organisation and brand often focus over the consumer and assign low budget in the marketing
and promotion. Weak brand aims over the quantity beside the quality of services which can lead
which lead them more weaker as consumer shift to those enterprise which can lead their
consumer dedication shift to more better brands. Equity of brand refer to the commercial
importance of an organisation which can consider as the perception and experience of an branded
organisation or certain services or products itself. Thus, for managing and building the brand
equality, enterprise need to organise or produce products and services quality to their buyers or
potential consumer. For example Coca-cola optimise the cold-drinks and other soft beverages. In
order to strengthen the brand management strategy, it is paramount for enterprise to undertake
the several elements of brand that can aid in supporting the products according to this. Therefore,
firm has been successfully maintaining their brand equity as the demands of organisation buyer
has been increasing each and everyday (Burmann and König, 2011). For understanding the brand
management strategy, it is required to undertake the several brand management elements that aid
company in supporting and managing the services on the basis of this. There are few main
components that exist for managing equity of brand are mentioned under: Target Audience: This is the major expansion and development concept for marketing
and strategy of branding according to organisation. The major focus of Coca-Cola is
teenagers to youth between the age of 12-30 years along with business person and family.
Though, the company does not specifically determined a target audience. Brand Promise: This is main elements that refer to the organisation's message conveyed
to their audience for making or persuading them in order to make the decision of
purchase. The company has the new branding strategy which called 'One brand' that offer
the buyer product selection opportunities on the basis of their interest and preferences
(Freling and Forbes, 2013). Brand Perception: Perception defined to positioning brand among their clients and
consumer. Coco-cola has determined these brand in entire market along with more than
150 countries which has been enlisted the company as their favourite brand.
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 Brand Voice: This term referees the way of organisation speak or communicate people.
The organisation always optimise the joyful terms such as drink, enjoy, always that has
transformed toward the new line which has changed as 'Open Happiness' that stimulate
buyer for purchasing their products to buyers.
 Brand Value: The organisation has been increased in market which has become as 3rd
rank and the value of brand is more than $73.1 billion in market.
Thus, technique of branding is indispensable for a business to sustain and increase in the
competitive industry that have helped in building procedure more simpler and better but
complicated to manage the organisational brand as wrong influence of enterprise can ruin the
enterprise's image (Gatti, Caruana and Snehota, 2012). Behaving like Asset: This is one of the major issues which a company like Coco-Cola is
facing while developing in the organisation which required to focus over their financial
gaols achievements along with the recognition of brand management of company by
utilising the effective media. Creating brand-portfolio strategy: It is very important to create an effective and certain
brand portfolio through which an organisation such as Coca-cola can highlight their
positive elements over the negative influences. For this, it is the problem to determine the
mission and vision of organisation in specific manner that is required to maintain through
Coca-cola.
 Enough securing of Budget: It is the issues for organisation while managing brand
development strategies that to set the limited organisational resources on the basis of
unlimited organisational requirements along with the promotional and marketing
activities. Coca-Cola have spend a huge part on their income and revenues along with the
corporate social responsibilities which have led organisation toward the better activities
of promotion (Hanna and Rowley, 2011).
For meeting the required image of brand, the company can face issues an challenges
while developing a better brand image. It is not easy procedure to build the constantly
development and goodwill of organisation in the competitive market as there is high and strong
competition after the globalisation and open market in several nations. Brand equality approach
is also popular as the CBBE model that refer to the consumer based equity of brand. Here are
mentioned some stages which is followed by Coco-Cola and Pepsi which is discussed here:
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 Level 1: Identification of brand: This can be referred as the consumer who is identified
as the brand as well as how they eliminate each brand from each other. In this stage
consumer will identify the services and products. Level 2: Meaning of Brand: In this stage, the organisation communicate a proper
message manage brand equity and awareness among the consumer and people.
 Level 3: Response of Brand: In this stage, the organisation builds as well as analyse the
recognition and positioning of brand among the consumer which are opting the services
and products of enterprise. This is often associated with feeling and judgements of an
individual.
 Level 4: Resonance of brand: In this phase, the enterprise such as Coca-Cola and Pepsi
need to build and proper strong relationship within the marketplace and among consumer.
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Illustration 2: Stages of CBBE model
Source 2: Stages of CBBE model, 2018

Brand management is the process of balancing strategies and plan for Coca-cola for
varying their internal structure within a specific time period. For evolving and managing a brand
over a period of time, Coca-Cola require to utilise the reinforcements strategy in ideal way. The
process need to manage reiterate, recall and reinforce the organisation among the minds of
clients for remaining in their perception for a longer period. For this, Coca-Cola keep modifying
their internal structure, logo, sign, tag-lines. For example journey of Coca-Cola from “Thirst
Knowns no season” to “Open Happiness”. For the brand reinforcement, the organisation can opt
the various activities of marketing and promotional like ads, campaigns etc. Here are major two
terms which is being managed by Coca-Cola and Pepsi for their sustaining and development
within the competitive marketplace: Brand Reinforcement: This mainly aims over the brand equity management through
keeping the enterprise recognition alive among the potential and existing organisation
consumer. Both companies use this approaches for managing their consumer values
through opting effective strategies.
 Brand Revitalization: This is the marketing strategy i.e. adopted when the service or
products reaches the major life-cycle and maturity level of products along with benefiting
the fallen drastically. This is one essential attempt to existing the service back in the
marketplace along with securing the equity of sources.
SECTION 2
P3 Different strategies of portfolio management, brand hierarchy and equity management
The process of labelling and brand management aid in generating and sustaining effective
relation among the consumer and products that is supported by a company for a longer time
period. Hence, this lead to increment and rise in the share rate in drastic way that support the
organisation's market share along with better organisational productivity (Hanna and Rowley,
2013). But, for managing this, it is essential to manage the brand equity by maintaining and
managing brand. Through this, organisation can achieve their made promises which they have
been used as the voice of brand before launching the specific service and product. There are two
major different terms i.e. brand of house and branded hose which are essential terms that is
being used while brand management. Branded House: With a strategy of branded house, the firm itself referred as the brand
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which create a very strong brand both easily memorable and recognisable. Such as
FedEx, Apple, Google etc.
 House of Brands: opposite to the branded house house of brand refer to the sub-brands
which are promoted and featured beside corporate brand or company. Company
hierarchies are more complicated in such matters.
Coca-Cola is functioning in the distinct portfolio to structure as the strong presence of company
in market on the global market. The organisation has come up with new strategy of port-folio
recently, carried new style, range, design and strategy of marketing in the industry worldwide.
Here is the new brand-portfolio of Coca-cola which is discussed under:
Portfolio Strategy of Brand
When a large organisation use this plan and strategy to operate in huge marketplace then the
brand, services and organisation, management of brand-portfolio is the suitable and best
technique for this. According to the concept, Coca-Cola render or market various services and
products types such as Thumbs-ups, Fanta, Sprite, Maaza and many others. Here are mentioned
some specific terms for which the respected company can use schemes and programs which is
mentioned as below: More Work Efficiency: Several tools and techniques are efficiently used by company to
change the business operations that can be met in efficiently. The outcome of this can
aid Coca-Cola in dealing with numerous deliverables in lower cost (Hatch and Schultz
2010). Business Investment: As per this, Coca-Cola should be able to meet the investment
fund return through the assistance of business operations. For achieving these,
organisation should concentrate over the marketing, advertisements, and promotional
activities for meeting the outcome. Through this, Coca-Cola can easily convey
awareness of firm among huge consumer amount across UK and other nation's trade. Driving revenues and benefits growth: With purpose of reinforcement of company, this
focus over commodities design. This builds a positive outcome through reconfiguring
the goodwill of organisation and renew the positioning of company. The recent market
strategy is “One Brand” for meeting the design, concept , style of presentation and
packaging.
Hierarchy Management: Coca-Cola
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Umbrella Brand: This concept of Umbrella technique according to which single brand name is
used for trading the services for one time and more. Coca-Cola can opt this plan and they can
enjoy the brand equity in positive style. This relay on expansion and distinct of brand because
the umbrella strategy branding includes goods and service marketing under the single name of
brand (Iglesias, Singh and Batista-Foguet, 2011).
Products: Coca-Cola deals a wide range of products, in which majorly they sell beverages of
distinct taste and choice like Sprite, Maaza, Fanta and other. The organisation has different
marketing and promoting techniques for every products which at last help in establishment and
attracting in the certain share of market.
Pepsi Co:
Umbrella Branding: It includes of single name of brand according which the activities and
techniques of marketing is being utilised. The respected organisation is using the strategy for
selling several products and services under the one brand name.
Products: It includes the various brands under the name of it for example Mountain Dew,
Tropicana and many other food , drink products that are being manufactured by them in the
form of manufacturing (Qian, 2014).
Brand Equity: This is also known as the promises and statement that enterprise has to deliver
while consumer and clients deliver in respect of company's deliverables. This add more value
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Illustration 3: Brand Hierarchy
Source 3: Brand Hierarchy, 2018