Brand Management Report: Coca-Cola Strategies and Analysis

This report provides a comprehensive analysis of brand management strategies, focusing on the case of Coca-Cola. The introduction highlights the significance of brand management in building positive customer relationships and enhancing brand image. Section 1 delves into the importance of branding as a marketing tool, emphasizing its role in providing competitive advantages, offering stable assets, and setting customer expectations. The report also explores the benefits of branding for organizations, customers, and suppliers. Section 2 examines the key components of a successful brand strategy for building brand equity, including differentiation, knowledge, relevance, and esteem. Furthermore, it discusses various strategies of portfolio management and the management of brands in partnership and collaboratively. The report concludes with an overview of techniques for measuring and managing brand value. References are also included.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................1
SECTION 1......................................................................................................................................1
P1 Significance of branding as a marketing tool........................................................................1
P2 Key components of a successful brand strategy for building brand equity...........................4
SECTION 2......................................................................................................................................6
P3 Various strategies of portfolio management..........................................................................6
P4 Management of brand in partnership and collaboratively.....................................................8
P5 Various types of techniques for measuring and managing brand value..............................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13
...................................................................................................................................................14

INTRODUCTION
In current scenario, brand management is an effective analysis as well as planning on
how the brand is perceived in market place. It is important for business organisation to develop
positive and good relationship with the target market. Basically, it is a process of maintaining
and improving a brand which helps in attaining positive results (Brand Management - Meaning
and Important Concepts, 2017). With the help of this, company easily enhance their positive
brand image in customer’s mind. It includes various aspects like cost, consumers, competition
and so on which directly contribute in building positive brand image of the company. For this,
every organisation create as well as maintain good relation in priority. Along with this, it
influences the customers for purchasing products. Mainly, this function is performed by
marketing department of the company in which manager uses appropriate tools and techniques in
order to increase product quality in the most effective manner. The main advantage of brand
management is to increase profitability level of the company which helps it in getting long term
benefits. Present report is based on Coca-Cola, which is a multinational beverage company
produces different type of non- alcoholic beverage. Moreover, important elements of brand
management strategy are discussed in this report. In addition, management of brand in
partnership and its strategies of portfolio management are also mentioned in this assignment.
SECTION 1
P1 Significance of branding as a marketing tool
Branding is an important process for an organization which include various activities to
create an unique image as well as name of particular products in front of customers through
effective promotional activities. The main aim of business organization to use this process is to
attract larger number of customers towards the specific products and services. With the help of
this company easily analysis as well as determine customers feeling that how they think about
the company products. Along with this, it help customers to evaluate the better products as per
their requirement and demand which leads in increasing the satisfaction level in appropriate
manner. In current scenario, it is more important for business to create positive image of the
products which helps in inviting larger number of customers and at the same their also get
competitive advantage in which they offer quality services to its customers (Ashworth, G. and
Kavaratzis, 2010). Basically branding is an main activity which help company to differentiate
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their offering products form its rivals. By this they easily retain their loyalty customers for long
time period. In this branding play vital role in business organization as a marketing tool by this
company improve their profitability (Brodie and et. al., 2013). In this branding as a marketing
tool for business which can be understood by some effective points which are as follows: Branding provide competitive benefits: It is more important for business organization to
keep enough amount of financial resources to execute all operational activities to attain
set goals and objectives. In this company formulate a business plan as well as strategies
to implement their activities in appropriate way. If entire operations are effectively done
than it improve the brand reflect in most effective manner. By this company promote
their key areas which directly contribute in overall growth of the company at market
place. Brand offer a stable assets: It is a main reason which define that branding is important.
Basically brand is something which define long term benefits to the company. In this
company introduce their product in market with strong brand image which leads ion
attaining better success at market. As per current scenario, brand is a sustainable assets
for company which increase effectiveness of the company and at the same time it also
helps in decision making process of the company in effective manner. Brand offer economic value: Under this, value of firm is divided in two areas such as
tangible and intangible assets. In this brand is an intangible assets. In context of Coca-
Cola, they has $ 67 million value which report over 54 % of company stock value. Along
with this, company have their positive as well as strong brand value which attract skilled
people as well as partners leads in enhancing the overall quality of the products and
services in front of customers. Further, brand also aid in creating the awareness of the
company products and at the same time it also develop a positive relationship with target
customers (Buil, Chernatony and Martínez, 2013). With the help of this company achieve
their set goals and objectives in most effective manner.
 Brand set expectations: Mainly brand define promise which made by the company to its
customers towards the products. In this company indicant what company offer and cover
values to satisfy their customers expectation. In this company have to capable to fulfil all
the promises to their customers which positively contribute in overall success of the
company. In this, Coca-Cola offer various quality products and service like no calorie as
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well as no sugar which helps in developing strong brand image at marketplace
(Christiaans, 2012). With the help of this, company offer quality service to its customers
in order to attain positive brand image in market place.
Along with this, there are some various advantage which is more effective for business
organization, customers, suppliers are as follows:
Benefits Organisation Customers Supplier
Recognition & Loyalty Branding helps
customers to
recognises company
and its products which
makes by them to
attain success.
With the help of
branding customers
easily identify those
companies that
provide quality
services.
Supplier is important
for creation brand in
appropriate manner.
Image of Size By this business
organization make
better awareness of
their customers in
which they operate
large scale products in
more effective
manner.
If customers buy the
products as per status
and symbol it is more
important to tell them
that which firm
provide them services
to fulfil their
requirements.
It is more important
for suppliers in order
to make them aware in
which firm attain
positive outcomes in
appropriate manner.
Image of Quality Branding help
organization in which
the make aware to the
customers by
providing them quality
services (Dempsey,
and Gruver, 2012).
In this customers are
easily determine that
which type of products
and services is best for
them.
In this supplier
provide their services
for those company that
provide quality
services to the
company and make
strong relationship
with them.
Image of experience
and reliability
Branding define
positive image in
Mainly branding helps
in creating customers
Image of the company,
customers report their
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customers thinks that
they provide quality
services. By this
company get higher
growth at market
place.
expectation which
increase customers
number within the
organization.
purchase which helps
in increasing suppliers
demand in effective
manner.
Multiple Products With the help of
multiple branding
company easily attract
larger number of
customers.
With the helps of this
company get number
of products and
services under a single
platform effectively.
By multiple products,
suppliers work get
increased which also
helps in enhancing
revenue.
P2 Key components of a successful brand strategy for building brand equity
Brand equity is more important premium which is used by the company form a selected
products and services. In this services has various liabilities which have to be fulfilled by the
company (Esch, and et. al., 2014). Basically it is important for both parties like organization and
customers. Along with this it helps in increasing revenue of the company at market places. Brand
equity include main components like quality and reliability which helps in improving the brand
image of the company in most effective manner. The main advantage of brand equity is to
encourage customers demand towards the specific products and services.
In this development of brand equity is an effective set of activity which is used as well as
compete by manager of the company to improve profitability level of the company. In this
context there are some main steps which considered in brand equity development and which are
as follows:
 Introduction: It is one of the important step in which company launch a new product by
using effective strategy of branding. It is based on introduction of future products at
market place. Thus, it can be define as well as evaluate products by its effective quality.
 Elaboration: Under this stage company produce their high quality products which helps in
developing brand image at market places which considered some liabilities in front of
customers. Basically this section include repetitive purchase process by the customers ion
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which brand attitude is also included which aid in improving the brand image at market
place.
 Fortification: It is an important responsibility of a brand in which company carry an
effective image which helps in building better relationship with customers (Gratwohl and
et. al., 2011). Along with this, brand extension modify a product in a brand which helps
in increasing the brand image but only few products are able to make their brand equity
in effective manner.
Furthermore, there are some essential components that considered in brand equity strategies in
order to improve the positive brand image at market place.
 Differentiation: Under this all brands define some liabilities in front of customers so that
it is important that uniqueness should be there in brand in which company make
promises to their customers which is differ form competitors.
 Knowledge: It is important for the customers to aware about Coca-Cola products if they
are not ware than they cannot able to recognised products. For this company use effective
tools and techniques for improving their performance level at market place.
 Relevance: Brands necessarily for customers which helps in increasing the customers
needs and demand.
 Esteem: It helps in creating quality services and products in order to satisfy their needs
and demand in most effective manner.
Along with this, there are some key components of successful brand strategy which helps in
increasing profitability level of the company at market place. Brand awareness: It is one of the important element which increase public awareness
towards the company products and services. So that it is important for company to
increase awareness of the customers which helps in improving the brand image at market
place. In context of Coca-Cola, it is popular brand which serve their products at global
level. In this positive market image in market helps in providing competitive advantage in
which company enhance their goodwill. Brand association: It define design, image, symbols and many more in which customers
easily recognised the products and services in effective manner. It also define features
and quality of the products which comes in customers mind (Hanna and Rowley, 2011).
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All these are formed as per cost, products and advertisement which dine by the business
organization in most effective way. Brand loyalty: This elements is also important which define positive thinking of the
customers towards the company products and services so that they buy again and again
(Hollebeek, 2011). In context of Coca-Cola offer quality products and service to its
customers in which they increase number of customers.
 Health and wellness trends: Under this Coca-Cola serve variety of products and services
to its customers which directly contribute in increasing revenue of the company. With the
help of this company increase their profitability level.
SECTION 2
P3 Various strategies of portfolio management
Management of brand is an effective process to develop positive connection among
customers and company which helps in increasing profitability of the company and aid in
retaining loyal customers for long time period. In this management of brand aid in increase
awareness among the customers towards the company's products (Jiang and Iles, 2011). By
this, company easily invite larger number of customers towards their profits and services.
Basically, brand can be sign, packaging, logo and its time line which define the product
information in front of clients.
Concept of brand equity is essential for business organisation because it aids in
developing strong relationship with target customers. It directly contributes in enhancing brand
loyalty which leads in generating large number of revenues.
Brand portfolio strategy: It is one of the important strategy which support the company
effectively manage two and more brand in market place. In this activity, business enterprise offer
and serve quality products and services to its customers under a single brand which aid in
increasing customers base towards the company. For example, Coca-Cola serve different
products to its customers like Fanta, Coca-Cola Minute, Sprite and many more. By this, they
easily increase their loyal customers who consume their products and provide them positive
response (Hwang and Kandampully, 2012). For all these products and services, company use
effective strategies for improving their performance. Which are as follows:
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 Driving revenues and profit growth: In this strategy, the main focus of business
organisation is to add more values and features in their product line which helps in
attracting larger number of customers and capture larger market share in an appropriate
manner. With the help of this, company enhance brand value and at the same it increase
more and more customers towards the company's products. Investment in business: It is also an important strategy in which company invests more
amount in another company operations (Kavaratzis, Warnaby and Ashworth, 2014).
Along with this, they also focus on their promotional activities in order to attain long
term benefits in an appropriate way.
 More efficiency: Under this strategy, firm use various methods and tools in order to
increase the overall efficiency of operational activities of the company. With the help of
this, company offer quality products and services at affordable price which leads in
attaining higher success at market place by increasing their profitability level.
Along with this, management hierarchy of Coca- Cola also helps in increasing the
profitability level of the company and enhancing customer base. Umbrella brand: Under this strategy, firm offers two or more than two products in a
single brand. Mostly, it is used by those companies which have their strong as well as
positive brand image at market place. Basically, this method is totally differ from brand
extension as in this company offer single product in a single brand. With the help of this
firm attract number of customers towards its offering.
 Products: In this Coca- Cola offers number of products to its customers at market place
like Maaza, Sprite, Fanta and many more. In this, business organisation uses unique
strategy for every type of products which leads in inviting larger number of customers
towards the products and services. By this, they generate more profitability in an
appropriate manner.
On the other side, management hierarchy of Pepsi Co are as follows: Umbrella branding: This type of strategy is also used by Pepsi Co in which they sell
their different products under a single brand name in market place.
 Products: In this, Pepsi Co sale various products such as 7 UP, Lipton, Tropicana and
many more products at market area.
Consumer based brand equity (CBBE model)
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This model is more effective which is used by the business organisation to manage brand
equity in the most effective manner. With the help of this, company easily increase their
profitability and enhance their performance level at market place (Li and Kambele, 2012). This
model given by Marketing Professor Kevin Lane Keller in which he summarised that brand is
more important which defines feeling as well as perception of the consumer towards the products
and services. With the help of this company easily fulfil customers requirement by providing
them better services in most appropriate way (Morgan, Pritchard and Pride, 2011). In this
context, all these help in motivates people to purchase the products that offer by company in
market. following are the major applications of this model: Brand identity: It is one of the important step in which company include determination of
quality as well as features of specific brand which aid in differentiate products of the
company form its competitor. By this company improve their performance level at
market. Brand meaning: In this application, company define their positive efforts to make aware
customers towards brand meaning. By this company remove confusion in people mind.
With the help of this company attain higher success at market place. Brand response: It include customers response towards the company products and
services which offer to customers. In this company put strong efforts in order to
understand customers response which leads in increasing overall sale of the products and
services in market place.
 Brand resonance: This application involves build positive brand image in front of
customers in which they compare their services to its rivals. With the help of this they
easily improve their positive brand image at market place.
P4 Management of brand in partnership and collaboratively
It is one of the important activity for business organization to make a successful brand in
market place which helps in making public aware towards it. Along with this, for making it more
effective it is important for larger scale organization to increase quality of the products and
services which helps is satisfying customers needs in most effective manner. In this two business
organization such as Coca-Cola and Pepsi Co. work in same field in which they add values
within their offering products in order to satisfy customers needs as per their requirements.
Brand extensions:
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This method is one of the important for larger business organization to attain customers
loyalty and trust towards the company and its products (Santos-Vijande and et. al., 2013). Along
with this, it also provide better opportunities to the customers to select the products and services
according to their demand which aid in satisfies effectively. Basically, brand extensions is define
by the company to add values in its products which provide to the customers in order to generate
profitability in most effective manner (Som and Blanckaert, 2015). If company fails in serving
new services to their customers than they reduce their image in market place and also loose
customer's number within the company.
Coca-Cola and Pepsi Co. both companies are deal on global level, due to this they needs
to implement effective strategies according to customers values. For this Both companies applied
Ansoff matrix strategy, which is more effective and help company to managing their brand at
international and domestic level. It can be understood by some following points which are as
follows: Market development: It is an effective strategy in which company do their strong efforts
to catch customers section. In which various kind of efforts done by the company in
which they offer new and quality products for new market. For this it is important duty of
manager to undertake an effective research to determine the customers needs. With the
help of this company attain better success at market place and also increase the chances
of getting product success. Diversification: In this strategy, firm tries to find out features which add in existing
products in order to satisfy customers demand and at the same time they also invite larger
number of customers. In this employees needs to development of skills and knowledge
which helps in diversify the business operations. On the other hand this type of strategy
requires larger financial funds. Market penetration: Under this strategy, firm conduct effective analysis in order to
determine the sale of the particular products and services in appropriate time period.
After that manager of the company compare the overall sale of the company with total
sale which helps in enhancing the brand value in most effective manner.
 Product development: In this strategy, firm tries to introduce new and innovative
products in existing market in order to attain better success (Wallace, Buil and
Chernatony, 2014). It involve extend product in existing market which leads in increasing
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