Analysis of Brand Management Strategies for Coca-Cola Company

This report provides a comprehensive analysis of brand management strategies, using Coca-Cola as a case study. It begins with an introduction to brand management and its significance as a marketing tool, emphasizing its role in enhancing profitability and market share. The report then delves into the major components of a successful brand strategy, including brand awareness, perceived quality, brand association, and brand loyalty, highlighting how these elements contribute to brand equity. Further, it explores various strategies for portfolio management and the management of brands in collaborative partnerships. The report also examines techniques for measuring and managing brand value, followed by a conclusion summarizing the key findings and a list of references. The analysis includes the importance of branding in providing competitive advantages, setting customer expectations, and providing economic value to the company. The report also differentiates between a brand and a product, and discusses the challenges and strategies for developing and revitalizing a brand over time.

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.................................................................4
TASK 2............................................................................................................................................6
P3 Various strategies of portfolio management..........................................................................6
TASK 3............................................................................................................................................8
P4 Management of brand in collaboratively and in partnership.................................................8
TASK 4..........................................................................................................................................10
P5 Different types of techniques for measuring and managing brand value............................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

SECTION 1
INTRODUCTION
Brand management is an important activity for every business organization to promote its
particular brand of goods. Basically, it helps in analysing as well as planning that how a brand is
perceived in the market place. With the help of this, company maintains and creates healthy
relations with their customers. The main advantage of brand management is to increase overall
profitability of company by serving quality services to its customers. Mainly, it is a combination
of various tangible and intangible factors (Brand Management - Meaning and Important
Concepts, 2017). Main advantage of brand management is to capture a large market share and at
the same time, it also increases the profitability level of company in the most effective manner.
Along with this, brand management is an appropriate function in which company uses various
tools and techniques to increase customer’s base and also deliver quality services in an effective
way. Present report is based on Coca-Cola which is an American beverage company. Importance
of brand and marketing tools is also mentioned in this project. Along with this, various strategies
for portfolio management are also discussed. Further, various types of techniques are used by the
manager for managing brand value. At last, effective management of brand in partnership is
highlighted.
TASK 1
P1 Significance of branding as a marketing tool
Brand
A brand is a mark as well as logo which is used by particular company which make them
differ from its competitors. With the help of this, company easily enhances their positive image
in the market place and also captures a large market share.
Branding is also an effective process of business organization to create their specific
brand image in market place in which they easily form customer’s base by delivering high
quality services. Main aim of branding is to set presence in market place which helps in inviting
a large number of customers and at the same time, provides long term benefits to company. With
the help of this, firm easily improves their performance level in competitive market place. It also
defines as well as examines customer’s tastes and preferences towards company’s products and
its services (Annie Jin, 2012). Along with this, branding is a marketing tool in which customers
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found specific products as per their tastes and needs which leads in improving positive brand
image in market place. Further, all these help in capturing a large market share from its rivals. It
defines an effective management of products which helps in providing competitive advantages to
company in which they easily get their serve their services in appropriate way (Balmer, Liao and
Wang, 2010). The main advantage of branding is to differentiate form its rivals which aid in
inviting larger number of customers towards its products and at the same they company also
attain long term benefits in systematic way.
Branding is an important market tool:
It is an important market tools which can be understood by some points are as follows: Branding provide competitive advantage: Every business organization whether small,
medium or large needs proper resources to perform its marketing activities. By this, they
easily set their goals and objectives. For this, company formulates as well as implements
various strategies to accomplish all those effectively in specific time period. Once all
these are effectively done then firm easily improves their performance level and attain
competitive advantage in an appropriate manner. Brand provide a stable assets: It is one of the important benefits for company to attain
long term benefits which leads to enhance the profitability level in an appropriate way.
For this, it is important for business organization to change their activities on regular
basis as sometimes, products might get failed in market place so that by this company
maintain their brand image at market place and also improve their performance level.
Along with this, brand is an asset for business in which they easily improve their image
in customers mind. Effective strategies aid manager at the time of decision making
process. In context of Coca-Cola, it is a popular brand around more than 120 years.
Further, it is the most popular and valued brand for last 5 to 25 years. Brand set expectations: Branding is an effective marketing tool. It is also known as a
promise which is made by company to its customers which helps in increasing the
profitability level of the company in market place. Basically it tell about target market in
which it define that what the company is, what company believe, and what company offer
in market (Baumgarth, 2010). By this company easily set their target and attain in
specific time frame. Along with this, Ability of fulfil of all the promises is an effective
factors which evaluate the success and failure at market. In case company fail in fulfilling
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its promises them it negatively impact on brand image of the company at market place.
Along with this, number of products of Coca-Cola set their particular features like no
sugar and no calorie (Bergkvist and Bech-Larsen, 2010). By this, company easily builds a
strong brand image in market place and also, capture a large market share from its rivals.
Further, firm offers quality services to its target customers which helps in establishing a
positive brand image in market place in the most effective manner.
 Brand provide economic value: Value of company divided in two areas called as
tangible and intangible assets. For attaining better results brand being an intangible
factors which leads in improving the positive brand image at market place. In context of
Coca-Cola, they make revenue approximately of $67 million. Apart from this, stock
value of organisation is 54% that they show in report. In this, brand plays an important
role in inviting a large number of skilled partners and workers as well as customers
towards company’s products which leads in enhancing positive image at market place.
Along with this, brand also helps in creating as well as awareness of the customers
towards the firm which directly impact on building good relationship with audience. All
these provide support to company in attaining end goals and target in appropriate way.
What does brand equity means:
Brand equity define the value which derives form customers taste of the particular
products and services. Basically it hugely depend on customers awareness towards the brand and
and its features which helps in increasing profitability of the company at market place.
How is a brand differ form a products:
Various individuals get confused between two brand and products because both are
totally differ. For better understanding this term there are some points which define effective
different among product and brand are as follows:
Brand Product
It is unique term which define special nature
and image of the company (Braun, E.,
Kavaratzis and Zenker, 2013).
Product is an effective combination of various
variety as well as features which sale by the
company to satisfy customers demand and
attain profitability level.
Brand is that kind of term which can not be Products are easily copied by another
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copies by other firm and industry. company.
One of the main aim of brand is to build
customers taste and preference towards the
product. Along with this brand is intangible in
nature.
Products are tangible which helps in satisfying
customers demands.
Along with this, branding is an important process which contribute in overall success of
the company at market place (Burmann and König, 2011). With the help of this company easily
develop better relationship ait its customers and also retain them for long time period. By this
firm easily capture larger market share form its rivals.
P2 Major components of a successful brand strategy
Brand equity define as a value of a particular brand which helps in analysing the
customers taste and preferences towards the company products and services. Positive perception
of customers towards the company image helps in defining effective brand equity at market
which aid in attracting larger number of customers which directly contribute ion overall success
of the company. Along with this it is more important for company to offer quality and unique
products to its customers which leads in managing brand image and also attain competitive
advantage. In this all the customers of Coca-Cola enjoy its positive image which provide various
advantage to company in which they easily enhance their performance level in most effective
manner. In this context, there are some advantage of brand equity for Coca-Cola are as follows:
 Brand equity is effective in line extension which directly impact on increasing overall
profitability of the company in appropriate manner. Strong brand equity enhance market share of the business enterprise which leads in
inviting large number of customers in order to attain better results.
Key elements of a strong brand: Brand awareness: It is one of the important component which is related with brand. It
helps in influencing number of customers to buy company products and services in
effective manner. It is important for customers to aware about company and its offering
which leads in making successful brand in market place. In context of Coca-Cola is
famous and popular brand which serve quality service to its target customers ion various
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areas. With the help of this company take competitive advantage in which helps in
managing brand image at market place in appropriate way (Freling and Forbes, 2013). Perceived quality of products: This is also an effective element that define customers
taste and thinking towards the products and services. Currently number of customers are
use number of Coca-Cola products which helps in inviting larger number of customers
and also build a positive relation with its customers by offering them quality services
(Gatti, Caruana and Snehota, 2012). Brand association: It define symbols, image and logo which use by company in which
customers easily determine particular products and its brand. Along with this, it is
important for company that brand should be define a positive image which leads in
incensing the profitability of the company at market place. Basically brand define
features which improve the customers base within the company because brand is an
marketing tool which use by company to increase their image at market. Mainly it is
based on price, product quality and customers contact with company helps in enhancing
profitability of company in effective manner. Brand loyalty: It is an important element which define positive image of the company in
customers mind. In this customers positively thinking about particular product as well as
its brand in which they buy product again and again. Along with this brand loyalty is an
effective when customers purchase a products form same company and suppliers. In
context of Coca-Cola, they offer various type of products and services to its customers. It
is a reason behind number of loyal customers. Further due to globalisation company face
various challenges just because number of company deal in same field which divide
customers at market place.
How to manage and develop a brand over time: Revitalization: It is an effective marketing strategy which used by company at the time
product reach at maturity stage in PLC. With the help of this company easily maintain
healthy and good relation in market with customers. It aid in increasing profitability of
the company in effective manner (Kapferer, 2017). Reinforcement: Under this strategy, the main focus of company is to maintain brand
equity in market place. By this company easily enhance their profitability level and also
capture larger market share.
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What are the main challenges developing a brand: Low calorie cola performance: Currently government influence to the company to
manufacture only healthy products so that every customers use it effectively and do not
harm on their health (Keller, Parameswaran and Jacob, 2011). In this legal bodies check
as well a test products and then give their approval to them. In context of Coca-Cola,
serve low calorie drinks in which they easily attract larger number of customers. Build brand: Skilled and capable employees are important for every business
organization to operate business activities in order to satisfy its customers demand in
appropriate manner. With the helps of this company easily form customers base which
leads in maintaining good relationship with its customers. By this Coca-Cola attaining
positive image at market place. Emerging market performance: Coca-Cola operate their activities in highly competitive
market in which Pepsi Co is one of the biggest competitors. They also operate in same
line it is become more difficult for company to maintain their profitability at market
place.
 Health and wellness trends: Under this, Coca-Cola serve their variety of juice and
beverage which aid in increasing overall profitability of the company. For attaining
higher success, it is important for company to use better quality of raw material in their
production activities to serve quality as well as healthy service.
SECTION 2
This sector is going to highlight about strategies related to brand portfolio, brand
hierarchy which is related to two brands, such as family, umbrella branding, product branding
and so on. Along with, brand equity management by implementing CBBE model. Additionally,
two brand are going to include into this section, one is brand extension and another is strategies.
In this, there is description about collaboration as well as partnership of brands. Fundamental
target of this part is to comprehend about the branding strategies and in addition how one brand
is different from other. Organizations are selected from the link, i.e. http://interbrand.com/best-
brands/best-global-brands/2017/ranking/. This section defines the brand portfolio strategies in
which company enhance their profitability level. This section also includes two brand such as
Coca-Cola and Pepsi for effective comparison between both companies to determine the overall
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performance level. In this context there are some reason of selection these two brand are as
follows:
Tough competition: It is major reason that both companies having strong brand image at
market place. In this both companies working for attaining better growth.
Emerging as brand: As per today's market both companies develop their brand by using
effective branding strategies. In which companies are serve their quality services to its customers
as per their demands with the purpose of competing each other in market place.
Coca-Cola: This is an American multinational beverage and retail company in which they
serve food services to its customers as per their needs and demand. This firm is introduce in 1886
in which approx 61800 workers work over there. Along with this the net income of this company
is 35.410 billion.
Pepsi: This is also an American retail company in which they offer soft drinks to their
number of customers. Mainly, this firm established in 1898 in UK and has number of workers
who helps in executing entire business activities in effective manner. As per high competition
with Coca-Cola, due to this they reduce their brand image at market place.
TASK 2
P3 Various strategies of portfolio management
Brand management is a process in which various efforts are done by firm to place the
brand in mind of customers. Various decision are taken by firm to form a positive image so it can
attract large number of customers towards its products. Positive brand image reduce the cost of
promotional activities of enterprise and help in offer quality products to its customers at
affordable prices (Kunerth and Mosley, 2011). To create and maintain a positive image of brand
in market it is very essential fr firm to offer featured products as per the requirements of its
customers.
Brand portfolio strategy: These are the strategies which help firm in two or more than
two branded products of single firm. Like in case of Coca-Cola, company deals with different
type of products such as Sprite, Thumps-up, Maaza and many more. Managing all these brand in
an effective way following are the strategies required to be implemented by firm.
 Driving revenues and profit growth: Management of all activities of enterprise is very
essential as this help firm to serve large number of customers. Company can generate
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more profits and at the same time can maintain its position (M'zungu, Merrilees and
Miller, 2010).
 Investment in business and brands: Under this, company require to invest more in brand
to create and maintain a strong relationship with customers. Firm also invest more in its
promotional activities to place the product in mind of its customers.
 Enhance efficiency: in this, company do maximum efforts to increase the quality of its
products for attract large number of customers.
Management hierarchy of Coca-Cola and Pepsi are as follows:
Coca-Cola Pepsi
 Umbrella brands: This type of branding
is also known as family branding as this
consists products of same brand. For
example: in Coca-Cola, diet coke and
coke zero both come under umbrella
brand. Original name of firm is use in
every product.
 Endorsed sub brands: In this, company
sign a contract with celebrities to create
and maintain a positive image of brand
in market. This helps firm in attract
large number of customers.
 Umbrella brand: Pepsi also use this
strategy and the products of its which
sell under this are Pepsi max and Diet
Pepsi.
 Endorsed sub brands: This support firm
in create a value that indicate the
reliability of brand (McDowell, 2011).
CBBE model (Consumer based brand equity):
It is an effective model which helps company to managing brand equity in most effective
way. This model is define by marketing professor Kevin Lane Keller. He define that brand is
effective in which customers feeling and perception considered which helps in satisfying
customers needs and demand in effective manner. Basically, it influence customers to purchase
company product. In this context there are some application of CBBE model are as follows: Brand identity: It is one of the effective application which define specific features of the
brand that is totally differ form another brand (Qian, 2014).
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 Brand meaning: It define clear meaning of particular brand which helps in improving the
customers awareness and also reduce confusion in customers mind. By this company
easily set their goals and objectives in appropriate manner. Brand response: It include customers response towards the firm which helps in
enhancing the profitability level of the company at market place.
 Brand resonance: It is an effective application which helps in building positive image of
the company in customers mind which helps in improving brand image at market place.
Portfolio management: It is an effective theory in which company easily capture large
market place by delivering their services. As per today's competitive market, number of
multinational companies tries to enhance their profitability level and market share as well. By
using this type of strategy firm operate their business in various countries to attain better results.
Along with this, they also follow all the rules and regulation which set by the government
authority of the nation. For example, Coca-cola wants to reduce their unnecessary expenses for
improving their profitability level. In which they use various tools which bought by another
countries in order to produce their drinks effectively. It increase cost of the Coca-cola products in
which they include cheap labour to manufacturing their products in market place which may
leads in reducing the overall expenses of the company in market place. In this some aspect of this
portfolio which used by the company to enhance their profitability are as follows:
Active portfolio management: Under this, both companies Coca-cola and Pepsi already
invited number of customers and inventors in which they easily enhance heir market share. With
the help of this companies maintain heir positive brand image at market place. Basically it helps
both companies to maintaining their profitability.
Passive portfolio management: It is also an effective aspects which help companies in
making right and appropriate decision which may leads in attaining better results. In this context,
Coca-cola and Pepsi, both are focus on its goods and services in order to enhance their
productivity level.
Brand equity strategy: It is also an effective strategy in which number of elements are
there which affect the overall performance of the company its products and services. With the
help of this firm enhance their positive brand image at market place. In this context, when a
company having various brands in their one single brand then they easily compete their
competitors by attaining better market share and profitability level. For example Coca-cola deal
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