An Analysis of Brand Management with a Focus on Coca-Cola

This report provides an in-depth analysis of brand management, using Coca-Cola as a prominent case study. It begins by exploring the significance of branding as a marketing tool and its evolution in business practice, followed by an examination of the key components of building a successful brand image and managing brand equity. The report then delves into various strategies for portfolio management, brand hierarchy, and equity management, along with the collaborative and partnership aspects of brand management. Furthermore, it discusses different techniques for measuring and managing brand value, offering insights into how Coca-Cola has applied these strategies. The report highlights how brand management provides competitive advantages, supports brand value, and differentiates products, concluding with the challenges organizations face in maintaining a strong brand presence in a competitive market. This report is a valuable resource for students and professionals seeking to understand and apply effective brand management strategies.

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..............................................10
P5 Different types of techniques for measuring and managing brand value............................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Brand management is considered as the activity and process of planning and analysing
how a brand of organisation is perceived in a trade. The major component of brand management
is developing effective relationship among the market and target audiences. This administration
procedure is a process of intangible and tangible elements in which some of them fall under
costing, packaging, physical appearance of a services and product. On the other side, the
intangible components of an organisation undertakes the experience of consumer after using the
products which helps in creating brand image of an enterprise (Annie Jin, 2012). This process is
paramount for a business organisation as it aid in attracting wide market area along with vast
range of market share along with share. Hence, this overall give upliftment to business
organisation. The purpose of this report is relayed on the popular brand i.e. Coco-Cola which is a
beverage enterprise based on America, creator, retailer and non-alcoholic drink producing
company. This project will analyse the significance the marketing tools and brand management
in order to meet the organisational requirements.
SECTION 1
P1 Importance of branding as a marketing tool and the way it has emerged in business practice
In order to understand the importance of brand management, it is required to identify the
concept and need of brand. A brand can be consider as a concept, service, products which is
publicly eliminated from other services, products and concepts so which this can be easily
interacted and often marketed. Establishment of brand is process or conception which has
become more essential to manage by large and small organisation. This is endowing services and
products with the brand power (Balmer, Liao and Wang, 2010). This provide meaning to the
products through giving and support it with the label of specific organisation through creating a
different and unique recognition of enterprise in the market. Though, the procedure is not helping
for organisation but also consumer as well through offering best and effective services.
It aid the consumer in searching the commodities of their preferences and choices
manufactured according to their demands and interests. Thus, it can be state that brand symbol is
everything and anything which leaves a mental logo or pictures in the minds of clients as the
identity of organisation. Though the brand management is very crucial and important aspects of
organisation as this aid in meeting the services and products of organisation, Coca-cola has used
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this approach for enhancing the organisation position. As per the definition of Association of
American Marketing, brand refer to the term, sign, symbol, design or name which is also known
as the combination of these interning to services and good identification for one to another group
of trader as well as distinguishes them from another sellers. Coca-Cola considering the need of
brand management, use the term of brand equality as the major components for building
perception and creating value among the consumer. The term Brand equity defines to the
premium value which a firm operates from a service with a reputed name, while compared to the
generic equivalent. Through the helps of this process, the organisation have been able to expand
their product line as ell as meet the level of success (Baumgarth, 2010).
Hence, one of the leading benefits of this process is to offer the opportunities to venture
top eliminate the manufacture form of commodities in the existing trade. Moreover, Brand
management has its own significance as the marketing tools which can be understood from the
below points:
 Brand render Competitive Edge: This is required for each and every firm to find out the
sum of entire available resource for creating a better competition in the whole industry
for meeting the determined objectives and aims of Coca-cola. For this, the company have
applied new strategy called 'One brand' for meeting the target audience within the
specific time period.
 Brand support the constant and Stable asset: The major assistance that the process of
brand management provide is meeting the long and short term objectives of organisation
through helping enterprise and stakeholder in accepting and meeting the modification.
Trademark of one of best sustainable resources which can help Coca-Cola in corporate
world from past 120 years and more.
 Economical Value Support: An organisation is differentiated on two different type of
resources i.e. intangible and tangible resources. Coca-cola has more than $67 million and
more worth according to report which has examined that the company owns more than
54% of stocks value in whole market. Thus, this process also helps in increasing the
brand image of enterprise in effective way.
This can be observed that there is a vast different between a product and brand which
people get fuss about while come to their basic concept. Here is the basic concept between of
them mentioned under:
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Brand Product
This is a different and unique term which
reflects which certain positioning of a services
in market or trade.
Product refer to the the services and set of
several attribute which is traded by an
organisation in exchange of monetary and non-
monetary services for satisfying the specific
requirements of consumer.
Other organisation can copy these products but
only as substitutes of this.
This provide the permission to copy to the
products by other organisation as their major
service.
Brand elements builds the unique perception
among clients and consumer about the specific
products as well as is also recognised as
intangible elements.
As contrast, these are considered as the
tangible products.
P2 Key components of a successful brand image building and managing brand equity
Brand Equity refer to the commercial brand value which can be understand as the
experience and perception of name of brand of a certain product or service rather than the service
and products itself (Kapferer, 2017). Hence, for making and managing the equality or brand,
organisation need to manufacture various services and products quality to their potential group of
buyer. For e.g., entire Coca-Cola uses are enjoying their cold drinks and other beverages.
Therefore, the organisation is successfully managing the brand quality as a results as they have
been able to meeting the demands of buyers. In order to understand build the strategy of brand
management, this is essential to undertake various elements of brand which help an organisation
in making and supporting the services according to it. There are some manor elements which
exist in order to manage the equity of brand which has been stated under: Target Audience: This is the major concept for developing and deploying the marketing
and branding strategy according to it. Coco-Cola focus over people over the 12-30 years
age, majorly young and youth along with family and business person. Though, the
organisation does not have specific target audience. Brand Promise: This is major elements which refer to the message that an enterprise
render to their audience for making them purchase the products and services. Coca-Cola
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is rendering the message of “One Brand” as new strategy that offer consumer to choose
the products according to their requirements and preferences. Brand Perception: Perception refer to brand positioning among consumer. Coca-Cola
has set its brand in the whole world with more than 150 nation along with enlisted as
favourite brand of whole worldwide.
 Brand Voice: this term refer to how company speak to people. The company always use
the terms like always, enjoy, drink which is now moving toward taste the feeling and
Open happiness etc. which are most attractive terms enable company wide consumer
base.
 Brand Value: The company have been ranee has the 3 spot of retained brand which has
estimated brand value of $73.1 billion.
Though, branding is paramount for creating a different recognition among the market and
competitive industry, the process not easier but complex to manage the branding of organisation
as the wrong impact can ruin the whole image of company (Keller, Parameswaran and Jacob,
2011).
1. Behaving as an Asset: This is the major challenges which an organisation face as
company need to focus over the achievement of financial goals along with the managing
recognition of enterprise through using appropriate media.
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2. Creating a strategy of brand-portfolio: this is very hard to build a specific and effective
port-folio of brand through highlight the positive aspects of organisation and removing
the negative ones. This need to determine specific vision and mission in the competitive
industry which is essential to manage by Coca-cola.
3. Enough Budget Securing: this is an issues for an enterprise while developing a brand
development strategies which to determine the limited resources according to the
unlimited requirements along with management of marketing and promotion. Coca-Cola
spend a part of their revenues and income over the promotion and marketing including
CSR, campaigns and other social activities that lead enterprise to better promotion
(Kunerth and Mosley, 2011).
There are reversal other challenges which an organisation faces in order to meet the
effective portrayal of brand. This is not an easy process to create a goodwill and constantly stay
on same position in this competitive industry as there strong and high competition after the open
market and globalisation.
Managing brand is a balance for which Coca-Cola is developing various strategy and
changing their internal working structure within a period of time. For managing and evolving the
brand over a time, a company such as Coca-Cola need to use the strategy of reinforce of brand in
effective way. This procedure undertake the requirement of reiterate, remind and reinforce
themselves among consumer in order to remain in their mind on constant basis. Such as different
use of taglines according to the different scenario and trends which Coca-cola implement along
with the styles and strategies for example from 'Thirst knowns no season' to Open Happiness'. In
order to reinforcement the brand, the company make use of various marketing and promotional
activities such as advertisements etc.
SECTION 2
P3 Different strategies of portfolio management, brand hierarchy and equity management
The management of brand assist in sustaining and generating better and effective relations
among the commodities and consumer which is rendered by an organisation for a longer period
of time. Thus, this lead to rise and increment in the share rates in drastic manner which support
the market share of enterprise as well as better productivity of organisation. But, in order to
manage that, this is required to manage the equity of brand through managing and maintaining
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the brand. By this, firm can fulfil its promises which they used as brand voice before the launch
of their specific products and services.
Coca-Cola is working in diversifying to their portfolio to form a string market presences in the
market worldwide. The company have come up with new brand port-folio strategy recently,
along with new design, style, range and marketing strategy in the international worldwide. Here
is the brand's portfolio strategy of Coca-cola mentioned under:
Brand Portfolio Strategy
When the large organisation utilise such strategy to operate large market than the services,
brand and organisation, brand portfolio administration is the best and suitable technique for this.
According to this, Coca-cola delivers or trade several products types such as Fanta Thumbs-Up,
Sprite, Maaza etc (M'zungu, Merrilees and Miller, 2010). The company make optimisation of
effective programs and schemes in the following terms which is described under:
More Efficiency: various techniques and tools can be utilised through the organisation in order
to changes the operations of business which are able to meet in efficient manner. This as an
outcome helps Coca-Cola in agreeing various deliverables at the lower cost.
Business Investment: According to this, Coca-Cola should gain the funds of investment in their
several activities of business. For meeting this, enterprise should focus over the promotional
and advertisements activities for meeting the results. By this, Coca-Cola can disseminate the
awarenesses of mass number of people across the United Kingdom and other trading nations.
Growth of benefits and driving revenues: In this, the enterprise concentrate over the design of
their services and products featuring for purpose of grabbing people's attention and
reinforcement of brand. This create a positive outcome as a result through reconfiguring the
brand image of enterprise as well as help clients in remembering the enterprise for longer period
of time. Here now Coca-cola is creating a better image of organisation through changing the
strategy to “One Brand”. For meeting these, enterprise have changed concept, design and
product packaging and presentation styles.
Coca-Cola: Management Hierarchy
Umbrella Brand: This consist of the Single use of brand for merchandising the products for
more than one time. Coca-Cola can use this strategy and they can easily enjoy in regard of
brand equity as an positive image. This depend on the way of distinct extension of brand
because the strategy of umbrella branding consist of same sort of marketing of goods under the
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sole name of brand.
Products: The organisation deal with various beverages types according to different products
types such as Maaza, Fanta, Sprite and other flavoured drinks. They are making the separates
and specific use of scheme for each and every products which in the end assist them in
attracting and establishing in the specific market sharing.
Pepsi Co:
Umbrella Branding: This consist of a single brand name with which the marketing techniques
and activities are being organised. Pepsi co s also making utilisation of the brand strategy for
selling various types of services and products under one single brand name.
Products: This consist of various brands such as Tropicans, Mountain Dew and many other
foods and drinks which are being produced through them in manufacturing forms (McDowell,
2011).
Equity of Brand: This refer to those statements and promises which the organisation have
render their clients and consumer in regard of their deliverables. It mentions and add values in
their popularity of the represented brand,
CBBE Model (Brand Equity Consumer)
CBBE approach and model aid an organisation in maintaining equity of brand in effective way.
Kevin Lane Keller proposed and introduced this model. Kevin said a brand is the terms which
shoes and represents user's perception and feelings that assist an organisation in shaping their
commodities according to the client's demands and requirements to meet the determined target.
Thereby, this promote and stimulate people much more offering of company.
Benefits of CBBE model
Identity of Brand: This consist of specific identify and recognition of a brand in comparison of
the other competitors.
Meaning of Brand: It model also presents a coherent brand meaning which aid in decreasing
the miscommunication and misinterpretation which incur among various clients and consumer.
It aid in meeting pre-set objectives and aims in efficient manner.
Response of Brand: It presents the users and clients response in respect of offered products and
services produced by Coca-Cola and through this manner, company can gain more benefits in
effective way.
Resonance of Brand: It frames and support the work which create and portray a positive image
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of organisation among the people's mind in comparison to rivals and competitors.
P4 Management of brands in collaboratively and in partnership
In order to create a successful brand image, this is essential for an organisation to offer and deal
specific and different products which enable to portray a good organisation image among
civilians. For making the proper and effective market presence, this is paramount for a company
to increase the level of productivity of incurred operation so that they can meet the requirements
of consumer and clients in effective manner (Qian, 2014).
Brand Extensions
This method or techniques is being used through various types of large organization for
carrying trust and dedication among consumer. This render the users opportunity to purchase
the products offered by organisation according to their desires and requirements. Brand
extension refer to carrying new concept and fresh idea in the company in order to sustain and
compete among the recent industry. If the firm do not include such activities, the company
would not be able to make the changes, sustain and attract consumer in the market.
Pepsi and Coca-cola both are well known international beverages and drinks organisation which
has a unique recognition in the public eye. So, this is essential for enterprise to create and build
and plan the products according to the traditional clients or consumer. Numerous products of
Coca-Cola has global identification in the worldwide and in many nations such as India. Pepsi
and Coca-Cola has to make more impressive and effective techniques for acquiring new trade in
order to make more benefits and income. Matrix is eliminated which is mentioned under:
Diversification: It consist of distinct scheme which left over 3 plans. This states that numerous
methods and techniques exists in market which represent and aid in developing as well as
adding new in their manufacture for attracting huge consumer amount. This is essential for new
development and skills for making the environment and strategy of Coca-Cola effective by
adding diversification. This need funds and requirements of market survey.
Market Development: This techniques tell which organisation to catch those social group
section which is not so far attempted yet. By this, organisation make various efforts for
acquiring opportunities for building new products and service for new organisational
department. This require to investigate the demands and interest of consumer in the marketplace
of specific place. There has to be proper evaluation about the desires and needs so that this can
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effectively remove the failure chance from the industry.
Penetration of market: The market penetration is a procedure of expanding the products in the
specific market and assessing the amount of sales of certain services by organisation. Through
making comparison of organisation's sales, this can be easily evaluated among overall sales of
products. This assist in mak8ing new potential buyers and in turn this enhance the sales of
venture. Coca-Coal can form new and effective strategies for attempting new leads (Smith,
Smith and Wang, 2010).
Product Development: Several goods and products is organised in the development process.
There is bright expectation to evaluate which is required in the recent scenario. But this require
time and capital value. If there would be any delay in he execution of outcome which come
from the implemented survey then there will be chances of conflicts occurrence in the services
and products development cause of the modification in the preferences and taste of citizens.
Both company have use effective methods for developing their over all performance and
productivities. They will enjoy advantageous of these method in a long period of time. Coca
Cola and Pepsi both are using appropriate strategies for find out market opportunities at present
and for future. Coca Cola and Pepsi both are run their business internationally so that they have
hug market share in world with strong existence, they have making several rule and regulation
after analysis market situation for utilize their resource to enhance total profitability of the
firms. Both company have do technical analysis for identifying scope of improvement.
Company have analysis their strategies time to time for growth and revitalization or
improvement in product for enlargement of firms.
P5 Different types of techniques for measuring and managing brand value
Each and every company in a corporate world faces so many constraints and risk associated to
the competitive world. This is their responsibility to adopt these kinds of needs in order to
satisfy their customers (Vigneron and Johnson, 2017). So that the consumers will prefer their
goods ever over the contenders. This kinds of issues do not only address by mid-sized company
but by huge brand. Coca-Cola is the most attractive brand which is mostly attractive by the
customers in the market and henceforth, they are celebrating high market share from the last
years. there are likewise so many brands who are rendering tough competition to these brands.
Henceforth, this is essential which each business measures their brand value in the market
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place. So that they can reach to the existing market condition and at this position they are
competing with. Normally, there are two components via which must for brand measurement
arises. Firstly, when the needs for forming of the financial statements come in the organisation.
Secondly, the product manager needs to allocate buying price of the goods etc (Solomon, 2014).
Assessment of diverse techniques implemented by the Coca Cola are:
Brand Measurement tools: Diverse tools are considered by the organisation to calculation their
brand value in the market place. This assists them to handle their brand accordingly that covers
any needed changes which might occur in response of the varying business environment. the
diverse tools which are considered by the Coca-Cola are:
Quantitative technique: This kind of process covers number of numerical representations and
scale questions. Henceforth, an adequate summary could be formed in the firm. Sub techniques
which is covered in this. Brand image and brand awareness.
Qualitative Techniques: This is forecasted as the unstructured approach under which specific
consumers are targeted and are interviewed for judging brand value. Responds are adequately
scanned and then judgement is incorporated. Under this, diverse techniques are covered such as
experimental methods, free association and so on.
Comparative techniques: As per this technique, consumers’ behaviour and actions are
evaluated to forecast the gains and advantages which emerges from strong corporation of the
brand relied competitive approach.
Coca- cola Pepsi
It is one of the leading company which
establishing and identifying brand in
beverage firm so it will review all the largest
cold drink company. Therefore, firm need to
apply different marketing strategies to facing
changes in the market place.
There are different methods which are used
Pepsi is one of the famous beverage firm which
provide different type of other services to their
buyers in proper manner. Also they create
positive environment where tough competition
occurs in the market area (Story and Hess,
2010). There are various techniques and
methods that are as follows:
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