Brand Management Report: Coca-Cola's Marketing Strategies

This report delves into the multifaceted realm of brand management, commencing with an introduction that underscores its significance in the marketplace. It meticulously examines the core components of a successful brand strategy, providing insights into how brands like Coca-Cola establish and maintain strong customer relationships. The report then explores diverse strategies for portfolio management, offering a comprehensive understanding of how companies can effectively manage their brand portfolios. It further investigates the collaborative aspects of brand management, emphasizing the importance of partnerships. Finally, the report details various techniques for measuring and managing brand value, equipping readers with practical tools for assessing brand performance. Through its analysis, the report offers a valuable resource for understanding and implementing effective brand management practices, with Coca-Cola used as a case study throughout the report.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Significance of branding as a marketing tool........................................................................1
P2 Major components of a successful brand strategy.................................................................3
TASK 2............................................................................................................................................5
P3 Various strategies of portfolio management..........................................................................5
TASK 3............................................................................................................................................7
P4 Management of brand in collaboratively and in partnership.................................................7
TASK 4............................................................................................................................................8
P5 Different types of techniques for measuring and managing brand value..............................8
CONCLUSION..............................................................................................................................11
REFERENCES................................................................................................................................1

INTRODUCTION
Brand management is a procedure which consists analyse & plan that how a brand is to
be perceived in marketplace. Create and maintain good relations with clients is very essential
component of brand management (Annie Jin, 2012). This is a unison of various tangible and
intangible elements. Price, packaging and look of a product is come under tangible components
while the experience which a customer had with the brand and relationship with the brand is
come under intangible factor. Major advantage of appropriate brand management is that it aids
enterprise in capture a larger market share which increase profits of company. Basically, brand
management is a function of marketing in which enterprise use specific tools and techniques in
reply to increase the believed values of a product. Coca-Cola is an American multinational
beverage company. It is a retailer and producer of non-alcoholic beverages is taken under this
report for study. Importance of a branding as a tool of marketing and main factors of an
adequate brand strategy is all detailed in this report. Further, different tactics for portfolio
management is also given in this. Herewith this, various type of techniques which can be use by
enterprises for management of brand valuer & effective management of brand in partnership is
mentioned in this.
TASK 1
P1 Significance of branding as marketing tool
What is a brand: A brand is a feature, name, logo, design, symbol that make an
enterprise or product from its other competitors. This is used in businesses for undertake its
marketing and promotional activities.
Branding is a process which consists, create a different and antique sketch and name for
an item in mind of customers with help of advertising programs. Main motto of branding is to
establish an appropriate and distinctive existence in market that helps in attracting wide number
of clients and at the similar time help in keep them for longer period of time. This action helps
managers in examine consumer's taste and think towards product and services offer by company
(Balmer, Liao and Wang, 2010). This helps customers in found the products of their choice,
needs and requirements. In today's competitive world, it is quite important for every enterprise to
build and maintain a positive brand image in front of all target market. All this help organisation
in attaining a large market share as compare to its competitors. This ensure effective
management of product which provide competitive advantage to company (Baumgarth, 2010).
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One of the major benefit of branding is that it provides an opportunity to firm to differentiate its
products form other goods exist in market that aid enterprise in fascinating more number of
clients and also help in keeping them for longer duration of time.
Why is branding an important marketing tool
Importance of branding as marketing tool will be better understood by following points: Branding serve competitive gain: Every kind of enterprise whether it is a little, medium
or large require adequate amount of resources to compete in market and to achieve its set
goals and objectives (Bergkvist and Bech-Larsen, 2010). Enterprises formulate and
implement various strategies, a roadmap that detail the specific measures and actions of
firm for reaching end goals and results. When all this done in an effective and correct
manner then enterprise's brand reflect its strategic plan. Further, helps in promote the key
areas that help enterprise in move ahead. Brand provide certain assets: Main reason behind importance of branding is that it
remain the same and provide various longer duration benefits to company. This might be
possible that items which association brings can fail, technology which enterprise uses do
change on a regular basis, but an effective and strong brand image remain same and carry
through all these modifications (Braun, Kavaratzis and Zenker, 2013). Brands are
popularised as most sustainable asset of each company. When branding aligned with
overall strategy of firm this helps managers in decision-making process. In respect of
Coca-cola, it is a brand around more than 121 years while apart from this, most valued
and prominent brand have presented for 51 to 25 years. Brands provide economical value: Valuation of an enterprise is mainly segmented into
two segments known as tangible and intangible assets. Brand is being an intangible
assets. Brand name Coca-Cola has a worth of $67 million and report for over 54% of
stock value of company. Overall, brands play a significant role in attract skilled workers,
partners and customers towards the company's products and services (Burmann and
König, 2011). Further, brands help in cut out the competition factor at marketplace,
create awareness for enterprise and also helps in create and develop beneficial
relationship with customer. Employees, supplier and with public which aid firm in reach
to its end targets easily.
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 Brands set expectations: Branding is popularised as the promise done by corporation to
its potential and current customers. Promise of brand tells the target market about what
the company is, what company believe and the specific value which organisation offer
(Freling and Forbes, 2013). Ability of fulfilment, the promises is the factor that defines
the success and failure of an enterprise. When firm fails to fulfil the promises then it
hamper the sketch of brand. Various products of Coca-Cola with specific features such
as no sugar and no calorie helps company in creation a strong customer status. Firm offer
quality products to its consumers which add a positive factor in image of company's
brand.
What does brand equity means
Term called brand equity define the valuation of a well known and prominent brand
name. It refers to the value of a specific brand. Basically it depends on customer awareness about
brand associations & features.
How is a brand differs from a product
Number of individuals are there who get confuse among the two terms called product and
brand. Both are totally different from each other and this can be understood by following
elements:
Brand Product
It is a distinct terminology that states its
antique nature in industry.
Products is known as a combination of several
features which a company produce for sale in it
market and to match the necessities of its
clients (Smith, Smith and Wang, 2010).
Brand is point which cannot be copied by
another firm.
Products can found with similarities in market.
Element of brand build customer's perceptions
and is intangible in nature.
Products are tangible in nature.
Branding contribute a lot is success and growth of a company. It aids company in
develop and manage a fair relationship with consumers, at the similar time help enterprise in
keep them for longer span of time (Gatti, Caruana and Snehota, 2012).
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P2 Major components of a successful brand strategy
Brand equity is defined as a brand which is studied by consider perception and
experience of its users. Individual's positive perception towards the brand image help in
formulate a effective brand equity at market (Hanna and Rowley, 2011). For manage brand
equity, this is quite essential for enterprises to produce and offer unique items to its potential
marketplace. As all customers of Coca-Cola enjoys a positive so this help firm in enjoys a string
brand equity. Effective brand equity provide number of advantages to company:
 Brand equity helps firm in line extension which increase profits of company.
 Strong brand equity increase market share of company and help firm in serve more
number of customers as compare to its rivals.
Key elements of a strong brand Brand awareness: This is the most essential component related with brand to influence
large number of customers towards company's products and offerings. For making a
brand successful, it is very essential that entire customers must known about it that it
exist in industry. Coca-cola is very prominent brand that serve in almost every area and
today every individual is aware about this. Various elements are there which provide a
competitive advantage to a company and helps in manage a positive image of brand in
market. Perceived quality of products: This elements defines what customer thinks about the
items and its quality which company serve them. Today, number of single persons are
there which purchase finished goods of Coca-Cola. Better quality is one of the major
elements which help firm to attract wide number of clients and at the simultaneously this
aid in build a positive image in mind of it customers about its offerings. Brand association: This is associate with symbols, signs and images use by firm which
helps customers in easily recognise the products of a particular brand. It is quite
necessary that brand should be connected with something positive as this helps customers
in relate the brand with something positive (Hanna and Rowley, 2013). Basically, brand
association are the features which come into customer's mind when a brand is talked
about. Brand association are framed on the basis of advertisements, rates, quality of
product, contact of customers with enterprise and many more.
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 Brand loyalty: This is stated as a positive feelings of a consumer towards a specific brand
and loyalty to make repetitive purchase. Mostly, loyalty of brand is when an individual
buy a product from the same retailer and manufacturer rather than other suppliers
(Solomon, 2014). As Coca-cola offer different type of quality items to its customers so
due to this today firm enjoys a large base of loyal customers. Due to globalisation various
companies enter into the same field due to this firm face number of challenges (Hatch
and Schultz, 2010).
How to manage and develop a brand over time
 Revitalization: it is a marketing tactic adopted by associations when product reach to the
maturity phase of product life cycle. it is a attempt done by enterprise to sell the good
product in the marketplace and to earn larger volume of profits.
 Reinforcement: Major focus of enterprises under this strategy is to maintain the brand
equity by keep it alive among its target market.
What are the main challenges in development of a brand
Low calorie cola performance: Today government encourage firm to produce only those items
which share their part in health of customers and do not damage them (Spence and Hamzaoui
Essoussi, 2010). For this, government first check and test the product and then give approval to
enterprise to produce it. Coca-Cola produce and offer low calorie drinks which helps in attracts
large number of customers and increase brand loyalty.
Build brand: Every enterprise require skilled employees to carry out its business operations and
to satisfy the needs of customers (Story and Hess, 2010). Further, it help firm in create and
maintain good relations with customers.
Emerging market performance: As Coca-Cola is operating in a highly competitive environment,
in which number of rivals are present such as Pepsi Co which diversify its products in same
product line so it become complex for firm to secure its market share.
Health and wellness trends: Coca-cola offer vital range of fruit-juice and other beverages which
help in increase profits of enterprise. For attain its set targets it is quite important for firm to use
raw material of better quality (Vigneron and Johnson, 2017).
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TASK 2
P3 Various strategies of portfolio management
Brand management is a process of create a better bond between a customer & company's
product for generate huge amount of outcomes and to retain them for longer span of time.
Effective BM helps in make clients aware about that brand and all this enhance both profit and
market share of enterprise (Zarantonello and Schmitt, 2010). This can be achieve by firm by
manage all its products and by offer some unique features to its customers. A brand is something
which consists logo, sign, price, packaging and tag line.
One of the major reason why concept of brand equity is essential is that it aid enterprise
in creation and maintenance a strong relationships with customers that help in to maintain them
for longer duration of time (Iglesias, Singh and Batista-Foguet, 2011). Overall this enhance
brand loyalty which support firm in serve more number of customers.
Brand portfolio strategy: It is a process which assists and helps enterprise in manage two or
above two brands in market. Under this a single firm offer several items to its clients under
individual brand. Like Coca-cola offer various products such as Thumps up, Maaza, Fanta,
Sprite and many more. For this, effective strategies are use by firm which can be understood by
following points: Driving revenue and profit growth: Under this, firm focus to make the products more
featured and unique so it can attract more number of customers. This build positive image
of brand in market and simultaneously it help in retain customers for longer period of
time. Investment in business: In this, firm increase its investments in various business
operations and do focus on various activities such as advertising and promotional. This
help firm in serve more number of customers.
 More efficiency: Different type of tools and technologies are use by firm in order to
achieve efficiency in business operational activities. This help enterprise in serve quality
products to its customers at affordable prices.
Management hierarchy of Coca-cola Umbrella brand: This involves use of an individual brand for sale two or more products.
This is use by the enterprises who enjoys positive brand equity. It is different from brand
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extension as umbrella branding involves marketing of similar products under a single
brand name.
 Products: Various type of products are offered by Coca-Cola such as Fanta, Sprite,
Maaza and many more. Firm uses specific and separate tactic for each item which help
firm in capture a larger market share.
 Endorsed sub brands: Coca-cola signs a contract with celebrities to develop a positive
brand image in market and to fascinate large number of consumers.
Pepsi co:
 Umbrella branding: Pepsi co. also use this branding in order to sale its several items
under a single brand.
 Products: Tropicans, mountain dew and various soft drinks are offered by this firm.
 Endorsed sub brands: This create and define the value that indicate reliability of brand.
Brand equity: This define the promise that an enterprise promise with its customers to
deliver which add value in image of brand.
CBBE model (Consumer based brand equity)
This model helps firm in managing brand equity in an effective way. This was
propounded by marketing professor Kevin Lane Keller. He combined that brand is something
which define feeling and perception of customers which help firm to give shape to its products to
better satisfy the necessities of its products. This encourage clients to purchase company's
serving.
Application of CBBE model: Brand identity: This consists, identification of specific features of a brand distinct from
its rivals.
 Brand meaning: It comprises, definition of clear meaning of brand and this helps in
reduce the confusion form customer's mind and aid firm in achieve its targets in an
effective manner.
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Illustration 1: CBBE Model Brand response: This include response of customers towards company's serving and
understanding of this improvises profits of company.
 Brand resonance: It consists build positive image of company' products in mind of its
customers as compare to its rival's offering.
TASK 3
P4 Management of brand in collaboratively and in partnership
For growth of any brand it is important that it should be known by general public. To
make existence in the market brand has to enlarge its product or services so that it can satisfy
needs of the consumer as demands of public modify (Kapferer, 2017). Coco-Cola and Pepsi
works to add value to their product so that different customer get satisfy with different variety of
product.
Brand extensions:
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This method is commonly used by many big organisations to bring loyalty and trust. This
provides chance to consumer to get product and services according to requirement and want.
Brand expansion is done by organisation to add something unique to their brand and compete in
industry. If sometime is not added in the ad then after few time brand become lost as well as not
much known by consumer.
Coca-Cola and Pepsi both the brands are internationally well known by public. Hence
companies have to make strategies as per the culture of consumer. There are some product of
Coca-Cola which are famous in foreign countries and not well known in India. Therefore,
company make to make strategies as per requirement of consumer residing there. Coco-Cola and
Pepsi makes strategies to get new marketplace and to stay good works. Matrix is divided as
follows: Market development: This scheme states that company try to grab such section of society
which is not yet grazed. Here company tries to get opportunities to create new product or
services for another part. Analysis should be done in the market about the need of
customer (Keller, Parameswaran and Jacob, 2011). There should be proper analysis about
needs and wants so it reduces the chances of non accomplishment in the market. Diversification: This scheme is different from remaining three strategy. It says that there
is different methods adopted to know what next can be added in their product to attract
consumer. There is requirement of new skill and development in order to diversify. There
is requirement of funds for conducted survey. Market penetration: Market penetration is knowing how much sales are done by
company of specific product. This can be known by comparing organisation's sale to total
sale. It helps in generating new leads and it increases sales of the company (Kunerth and
Mosley, 2011). Organisation can make strategy where value addition should be done so
that it enhance brand image as well.
 Product improvement: Different product variety is called as product development. There
are bright possibility to know what is the requirement of current scene. It requires cost
and time. If there is delay in applying results come from survey then there are chances of
happening of product or service due to change in taste and preference of consumer.
These techniques are beneficial for the growth of company. Coca-Cola and Pepsi uses
these strategies time to time to know market scope. It helps in over all growth of the
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organisation. As these companies have globally existence in the market hence they use different
strategies to analyse market (M'zungu, Merrilees and Miller, 2010). There are different
methods for technical analyse to know scope of growth. Company can renew its product as time
passes it helps in growth and expansion of company.
Line extension v/s brand extension
Line extension Brand extension
Line extension indicate the expansion of a
existing product line. This adds a new product
in existing product line. One of the main
feature of this is that it make the enterprise able
to arouse the product line and bring it back to
public awareness.
Brand extension highlights the enlargement of
brand in markets. This does not add any new
product as only a new country or territory is
added. Under this firm plans to generate more
amount of profits by allow the manufactures to
tap new markets.
Collaborations and partnership agreements
One of the main feature of branding is that it help firm in differentiating its offering from
competitor's product. Coca-Cola also have a very strong image in market which help firm in
generate large number of profits. The main aim of firm behind branding is to create and maintain
a strong place in mind of customers and better satisfy the needs of customers by offer them
quality products. Further, this help firm in capture a larger market share.
Pepsi is also strong brand and it has a large market share. Its main focus on maintaining
quality of its drinks in a better manner.
TASK 4
P5 Different types of techniques for measuring and managing brand value
In the recent business surrounding, there are several companies that are operating as well
as facing lots of challenges so as to keep up their place in business marketplace. It is their need to
take care that the customers does not loose interest in them and prefer their products always
(McDowell, 2011). This problem is not only faced by small companies but by big brands as well
like in case of Pepsi and Coca-Cola,both these brands are loved by customers and are enjoying
good market share since long as well. But there are so many companies that emerging in markets
and are giving tough competitions to these brands. So, it is required that each company measures
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