Report on Building and Managing Brands: Canada Dry and Coca Cola

This report provides a comprehensive analysis of brand building and management, using Canada Dry and Coca Cola as illustrative case studies. It begins by examining the history and evolution of both brands, highlighting their market presence and key products. The report then delves into the core c...Read More

LO 1: Demonstrate an understanding of how a brand is built and managed over time.
Canada Dry
Canada dry is under the American company called Keurig Dr Pepper which sells soft
drinks. It is widely known for its ginger ale but has a wider range of products which include
Canada dry itself. Its origin is in Ontario, Canada but is produced all
around the world which includes the united states, Mexico, Columbia,
Middle East, Europe, Columbia, Japan and Peru.
A Canadian pharmacist John J. McLaughlin opened a
carbonated water plant in Toronto after he had worked in a soda
factory for a while. He created Canada Dry Pale Ginger ale in 1904. He
started shipping his products to New York and started manufacturing
them there as well due to high demand. By 1930’s Canada dry had
expanded worldwide. Dr Pepper had then bought Canada dry in 1982.
Keurig’s Dr Pepper sells their products in over 200 countries of the world but have
the largest customers in the United States and Canada. They have a total of 11.12 billion
dollars annually. Where Canada Dry makes around 25 million dollars annually.
Coca Cola
Coca cola is a beverage company which offers nonalcoholic drinks in the world which
one of the most recognizable. It has more than 500 beverage brands. Coca cola does not
only sell soft drinks but also water, juices, dairy, plant-based beverages, coffees, energy
drinks, tea and sports drinks. They all are a part of the coca cola brand. Some of them
include diet coke, Fanta, sprite, Dasani and Powerade. Coca cola has one of the world’s
largest distribution of beverage system which distributes to more than 200 countries around
the world.
A pharmacist in Atlanta named John Pemberton invented Coke in 1886. In 1891 it
was then bought by a druggist name Asa Candler who later on sold it off to a banker named
Ernest Woodruff for 25 million in 1919 after it had been available in all of the states, Canada
and Mexico. In 1919 was when coca cola went public that year.
Coca Cola sells their products in 200 countries
around the world. It receives most of its revenue from
the United States which is 30%. The other 70% is
received from around the world such as Europe, Middle
East and Africa. Coca Colas headquarter in located in Atlanta which has about 413 offices,
warehouses, plants and other facilities around the globe. Their revenue had been 37.3
billion dollars in 2019. Investing 4 billion dollars while using 9 billion for financing activities.
Branding as a Marketing Tool
When you first start up a business, a name is thought out for this brand. A product or
service which will be sold through this brand name. To brand your company, there are so

many aspects and ways to do it. A brand defines the name, slogan, logo, design and a
combination of these elements. But it does not only just consist of this, it is even more
complex than that now. Countless number of companies are using branding as a form of
marketing their products to the consumers.
Branding does not consist of the consumer picking you over the competitors but it
should show them that you are a single provider of a solution to their problem or need.
Brands are supposed to be able to deliver a clear message of what they stand for. Able to
connect the customer emotionally with the product or service. This should be able to
motivate them to purchase. By doing this the brand creates brand loyalty. The brand now
has credibility. To have a brand with successful branding you must understand your
customers. Getting a good idea with what it is they want and need. Once you brand and
market yourself catered to them, the customers will remember you and create an emotional
connection with your brand. What you brand to the customers is what your product or
service should stand for. If you server the customers well with what you had promised them
then you will most definitely have a loyal customer to your brand.
Due to there being so many competitors and competition in the market, it is usually
hard to differentiate brands and companies from each other. When you have a brand image
that the customers are familiar with and can easily be recognized or remembered. The next
product you come out with due to having such loyal customers, they will buy this product
because they are emotionally connected to this brand. This is why branding started being
used as a marketing tool. To increase profits by customer loyalty and providing them with
what they want and need.
Brand Equity
This is a marketing term which describes the value of a brand. This value is
determined by the experiences that the brand has had and the perception of the customer.
If the brand is thought of highly by the people then it has positive brand equity. If a brand
disappoints the people repeatedly where people tend to recommend people in not using
that brand, it has negative brand equity.
Organizations Developing Brand Equity
Brand equity is developed when experiences with the customer result in good or bad
which result in the growth or fall of a brand. It unfolds with this model:
 Awareness: When the brand is first known to the target audience usually through
advertising. Advertising in the right places to the right people which it is targeted
towards is to be done right to achieve awareness of the brand.
 Recognition: Customers feel familiar with the brand and can be recognized or
recalled in a store or when being talked of in conversation.
 Trial: Since the brand is now known and recognized for what it is, it is now time for
them to try it.
 Preference: When the customer has tried the product and is happy with their
experience with the brand, it becomes their preferred choice.

 Loyalty: When the customer keeps having good experiences with a brand, they will
keep buying from this brand and will also start recommending it to other people.
Holistic Marketing Concept
This is a marketing strategy that helps in the brands brand equity which focuses on
the businesses acting as a whole entity with different parts in correlation with each other.
According to this concept, even if a business is divided into different departments, they
should all come together to put out a positive and united image of the brand in the
customer’s head. By having these departments all connected for the marketing activities it
ensures the customer to choose them over their competition.
A business usually has many different departments consisting of accounting, finance,
production, research and development, operations, human resources, sales and marketing.
To use this concept to achieve optimum brand equity in your organization, make sure that
the research and development team is in good contact and take feedback from the product
development which help in the marketing and sales of the product. So, when the product is
launched it will most definitely attract customers. They also need to be in close work with
the accounting and finance to figure out the budget and price amount that would take to do
this project. Sales and marketing need to be able to communicate with the human resources
to find the right people for the job. By doing this you are able to make a good product at a
good price that would please the customers but also give good profits. You will also be able
to market with the right people. Some key concepts are important to remember when
Holistic marketing which are:
 Internal Marketing: Being able to market and communicate between all the
departments in an organization.
 Relationship Marketing: Building a better relationship with customers which ends up
being beneficial for the business.
 Performance Marketing: By reducing costs and increasing sales.
 Integrated Marketing: The services, products and marketing should work with each
other to gain growth of the organization.
Advantages of Branding
Manufacturers
 The first company that gives birth to a new product gains individuality. If the product
has a branding, it will stand out from the other products that are yet to come from
the competition.
 When a new product is being launched, it will be accepted a lot easier because of the
trust that they have in the company. By having a brand, it makes it more
recognizable and well known.

 When there is brand loyalty, competition is easier to take over.
 A brand name makes a permanent identity of a product.
Intermediaries
 Sales are a lot faster.
 When advertising, it is easier to display a product and render it.
 It increases the market share and the control over a market.
 When products are branded, they have a stable price range.
Consumers
 Quality is stood by the brand.
 Life styles are reflected by the brands that they buy from.
 Products are supplied steadily and frequently.
 It saves time in shopping for products.
Strategic Brand Management
This is mostly used by companies to get their brands recognition globally. This
strategy helps you in dealing, creating, modifying, developing and managing your brand
strategically with the right branding strategy. This strategy is mainly based on focusing on
the brands growth and long-term sustainability which helps them add value to their product
and services. By this they are able to give their brand a unique identity which sets them
apart from other competitors in the market.
Using strategic brand management is quite important as it really sets you apart from
all the other competition that is yet to come or which is already existing. It increases the
customer loyalty, employee engagement, improves the perception of new coming products
or existing ones and increases marketing communication. The process of doing this is as
follows:
Planning Process
By doing this you are making clear the intents of the strategic branding management
that is yet to take place across all departments of the company and how they should be
aligned directly with its mission and vision.
Brand Positioning
The way that you position yourselves Infront of the consumers has always been very
important. When you analyze the market and see where you stand in it is the brand
positioning. In having a good brand position, you must be able to convince and show the
customers the advantageous attributes that you have over your competitors which should
make them choose you over them.
Brand Marketing Program
This aspect includes picking the brand elements from the logo, name, symbols,
slogans, jingles which shall be used for the promotion of the brand. It is important to choose
wisely regarding what represents your brand. This also includes having strong associations

with your brand for marketing activities. Which could be through hiring brand ambassadors
or through promotional events.
Brand Performance Measurement
This is important in understanding the value of the brand, by analyzing the financial
impact that is set on the brand from marketing costs and expenditures which take place
throughout.
Brand Equity Growth and Sustainment
To define the brand strategy the use of brand matrix, brand portfolio, and brand
hierarchy tools are to be used so it can be defined in detail. The brand equity management
ciphers the future success rate of the brands marketing programs. Many factors are to be
considered from the customer variety, market segments, international factors, cultures and
geographical locations.
Managing a Brand Overtime
When you have a brand, changes need to be made as time passes due to there being
many changes in not only externally but internally as well. The market is always evolving and
changing so it is important for a brand to be able to keep at the same pace. Effectively
managing a brand to maintain and enhance the brand equity. Some aspects to manage a
brand overtime are:
Reinforcing Brand
Brands are usually reinforced through doing marketing programs where they are
able to show the audience what they are and what they actually stand for. Getting their
brand awareness and image at pace with their products. One way to reinforce a brand is by
doing product related performance which is mostly used when you want to show the
products design and the innovation in the product to enhance the brand equity and setting
balance. Whereas Canada Dry and Coca Cola uses non product related imagery usage which
mostly shows the adventure and storyline of what the company stands for. Canada Dry
shows how to relax in their advertisements through their drink and are thus able to
reinforce their branding.
Maintaining Brand Consistency
It is important for a brand to stay consistent to amplify the brand association
amongst the customers. It is important to have a good research and development team
which is always top of their game doing research on the market and is able to refer to other
teams to improve a product. As advertisements eventually get old and will be forgotten, it is
key to be innovative and giving customers something new while staying consistent.
Brand Revitalizing
As time passes, there will always be changes and preferences of the customers. New
competitors joining the market posing as a threat to your brand. Changes in the marketing
environment could also affect the brands profits. To gain back what was lost of the brand
equity and gain the new sources brand reinvention could be used. It is often times

important to know when you should reposition your product and change marketing
strategies completely. Canada Dry completely changed up their tagline and altered changes
into their logo for a more simplistic look. By doing this they were coming into the market
with the same product but with a whole different view.
Adjustments to the Brand Portfolio
Brand Extensions and Sub brands
A brand can be extended and further made into sub brands where the sub brands
are under the parent company. The success of this extension really relies on how elastic this
parent brand is. It is easier for some and harder for others. Canada Dry is a sub brand of
Keurig’s Dr Pepper which has turned out quite successful and has quite a branding for itself.
Keurig’s Dr Pepper has many other brand extensions which include A&W as well. By creating
sub brands, they are adding more to their brand portfolio.
Multiple Marketing Communication Programs
When marketing a product, you have a set audience which you want to advertise
your product to, either it be a certain age group or lifestylists. However, for multiple
marketing you are advertising to all the different segments with different advertisements to
get them all on board with your product. A special advertisement specially catered for that
audience. By doing this you are able to capture a larger audience. These advertisements can
be done through various ways such as promotional events, hiring brand ambassadors or tv
advertisements.
Entering New Market
To enter a new market, it is important to do your research and really figure out what
is the best way for you. You can either enter a new market with a totally new brand or enter
it with a new product under the same brand. Both having their own benefits as going under
the same brand will already have their own recognition.
Brand Pyramid of Canada Dry
Brand Salience
Canada Dry’s brand is well known due to its parent company in America and Canada
but is quite lacking in Pakistan and other countries. As marketing and advertising has helped
really getting its name out. Its ginger ale aspect is quite unique in the market as being the
only product that reaches globally.
Brand Performance and Imagery
Canada dry is most popular within baby boomers at 75% but not so far from
generation X and millennials being 66% and 61%. Its logo ever so slightly changing over the
years but still having the same aspects makes it still rememberable. Canada Dry performs to
a specific taste for people who like ginger ale but with Canada Dry, just like its name gives it
a dry taste.

Brand Judgement and Feelings
Canada Dry is viewed upon as an old brand which is still loved to this day. Its non-
changing unique taste which is brought to the drink is irreplaceable. Their tagline “Relax
Harder” implies for their consumers to work hard but to work hard you will need to relax
even harder. As the target audience is customers who work and need to relax with a ginger
ale. Consumers love it being nonalcoholic and just being able to get the ginger ale taste
whenever they need to relax and chill out. They describe it as good quality, must have,
refreshing, never gets old and necessary to have.
Brand Resonance
Canada Dry is well loved as it is the 12th most popular beverage and the 31st most
famous in the United States. When going for a refreshing drink customer choose for ginger
ale if available as it is not so often available everywhere.
Canada Dry Questionnaire
1. Have you ever tried Canada Dry?
 1  2  3
2. What colours are in the Canada Dry logo?
 Yes  No
3. Are you able to relax when you have a Canada Dry?
 Yes  No
4. Would you prefer to have a Canada Dry in a can or a bottle?
 Coca Cola  Canada Dry
 Pepsi  7up
5. When a Canada Dry is available to you, would you prefer it?

_________________________________________________________________________
6. If Canada Dry changed their logo or packaging, would you still buy it?
 Yes  No
7. Where did you hear of Canada Dry from?
 Tv advertisement  Billboards
 In store  Family or Friends
Thank you for taking the time to fill out our survey.
Coca Cola Questionnaire
1. Which of these logos is most recognizable?
 1  2  3
2. Would you buy a coke regardless of the price?
 Yes  No
3. Do you think Coca Cola’s brand represents fun, energetic, cool and youthful?
 Yes  No
4. When buying a soft drink which would you buy if given the options of:
 Coca Cola  Canada Dry
 Pepsi  7up
5. What’s the most recent Coca Cola ad you remember?
_________________________________________________________________________

6. If Coca Cola changed their logo or packaging, would you still buy it?
 Yes  No
7. Do you prefer to drink your coke cold?
 Yes  No
8. How often do you drink coke in day?
 1  2
 3  4 and above
Thank you for taking the time to fill out our survey.
Brand Equity of Canada Dry
Brand Awareness
Canada Dry is viewed upon as an old brand which is still loved to this day. Canada
Dry’s brand is well known due to its parent company in America and Canada but is quite
lacking in Pakistan and other countries. As marketing and advertising has helped really
getting its name out. Canada Dry performs to a specific taste for people who like ginger ale
but with Canada Dry, just like its name gives it a dry taste. Canada dry promotes to work
hard and then relax even harder because the target audience of Canada Dry being the
higher-class audience work. Its non-changing unique taste which is brought to the drink is
irreplaceable. Their tagline “Relax Harder” implies for their consumers to work hard but to
work hard you will need to relax even harder. As the target audience is customers who work
and need to relax with a ginger ale. Consumers love it being nonalcoholic and just being able
to get the ginger ale taste whenever they need to relax and chill out. They describe it as
good quality, must have, refreshing, never gets old and necessary to have. A study was done
where 10 people were asked whether they relax when they have a Canada dry and 6 of
them said yes.
Brand Recognition
The brand Canada Dry is easily recognizable in the western countries from the iconic
logo and bottles however, is lacking in the Asian countries and most are unable to pinpoint
this brand. 96% of people have heard about this brand in the U.S and when 10 people in
Pakistan were asked if they had ever tried Canada Dry 4 of them said no. Them not even
having heard of it as it is not actually available everywhere globally. According to the study,

most have only heard of the brand through seeing it in stores or through a family member
or friend. Canada Dry prefers to promote on billboards and give away coupons or set sales
on their products for their customers. Including tv advertisements for getting out their
brand. Their target audience is mostly at the urban higher-class people rather than Coca
Cola or Pepsi who offer more of an affordable drink. In a study 7 out of 10 people were able
to recall the Canada Dry logo correctly.
Brand Trial
Canada Dry offers a ginger ale soft carbonated drink with a dry taste. According to
the study, seven people out of ten preferred drinking out of the can than a bottle as they
found it more convenient.
Brand Preference
Canada Dry is well loved as it is the 12th most popular beverage and the 31st most
famous in the United States. When going for a refreshing drink customer choose for ginger
ale if available as it is not so often available everywhere. As Canada dry is one of the oldest
ginger ale brands, they have gotten most of the markets loyalty although there are different
brands offering ginger ale, none of them are able to match Canada Dry’s taste. 4/10 would
buy a Canada Dry if it was available to them when shopping for a drink. Canada dry is most
popular within baby boomers at 75% but not so far from generation X and millennials being
66% and 61%.
Brand Loyalty
Brand loyalty for Canada Dry in America and Canada is quite strong but is lacking
worldwide. They are loyal to the brand and flavor. Many would not even care if the brand
wasn’t available to them. Research has shown that if not available they would just opt for a
coke or Pepsi. Canada Dry has gone through many projects focusing on rebranding, where
they changed up their packaging and logos but still having the same feel of what Canada dry
is most known for. They rebranded by focusing on their visual identity. They made the labels
more striking and noticeable than before. Canada Dry is lacking in their loyalty.
Brand Equity of Coca Cola
Brand Awareness
Coca cola has a high brand awareness. It is one of the most commonly recognized
and remembered soft drink in the world. It ranks sixth in the world for most famous drinks.
A study was done which showed that most customers chose to have coke when partying
with their family and friends. When asked which soft drink they preferred from four choices
7/10 picked coke. They have very good brand awareness over others. Coca Cola sponsors
many famous events and shows such as American Idol, NASCAR and the Olympic Games
which really sets out their brand name. Their strong promotions and advertising have
helped achieve its position in the market. They mainly rely on this which has kept them at
the top even though they have been in the market for more than a century. Coca cola
portrays an image of young, happy, cool and charming view. When asked to people if coke

fulfils this image, 9/10 agreed. This shows that they have completed their mission being “To
inspire moments of optimism and happiness through our brands”
Brand Recognition
Coca Cola is a brand that is recognized easily by anyone across the world. It is ranked
6 in the world’s most brand value of a beverage company. It is available in every country
across the globe except for Cuba and North Korea. Including a portfolio of over 3500 brands.
It is available everywhere in stores and is easily recognizable. One of the most apparent
elements that coca cola has is its packaging. The iconic red and never changing look has
definitely been embedded in people’s minds. They have priced the larger bottles to be
cheaper than the smaller ones by using the pricing strategy which has deemed effective to
make loyal customers. Coca cola portrays an image of young, happy, cool and charming
view. When asked to people if coke fulfils this image, 9/10 agreed. This shows that they
have completed their mission being “To inspire moments of optimism and happiness
through our brands”. Consumers not even caring about the price and would still buy it
regardless as study shows 8/10 feeling this way. A study was done to see how many people
would recognize blurred logos over others. All ten people could recognize the logo even
though it was blurred. It is also really easy to access and is available everywhere
Brand Trial
Coca Colas main reason is to quench a thirst so when it is tried, a vanilla smelling,
carbonated, black and a sweet fizzy drink is achieved either in a can or bottle. Also offering
in coke zero with zero calories according to the customers preferences. Study shows
customers prefer to drink it cold rather than warm as coke brands itself to. 10/10 said they
prefer to drink it cold.
Brand Preference
Coca cola is viewed as a highly reputable brand with a good outlook on excellence,
reliability and dominance. It is seen as a respected brand as it is well known, Iconic, nostalgic
and considered cool. People agree on it being more refined and reputable than other brands
saying it has a finer taste with a different variety of products. Coca cola usually advertises as
a fun, energetic, cool and youthful brand which customers agree on matching that image
with the brand. The brand is so well known and the taste being preferred to the customer
over other beverage drinks makes the customer to repeatedly buy this product and
recommend it to other people including family or friends. The brand becoming a part of
their daily life makes it preferred. Study showed that 4/10 people have at least two cokes a
day. And 5/10 having at least one a day.
Brand Loyalty
The brand loyalty for coke is very strong. Their customers will repeatedly buy from
them, coke has changed their cans numerous times but customers do not care and will still
buy their product. The logo, cans, packaging changes yet they are still loyal to the brand.
When asked whether they would buy coke if the logo or branding was changed, most
answered yes regardless. Coca cola ranks 6 on the world’s most valuable brands whereas
their major competitor ranks at only 26. Coca cola indeed has a strong and loyal community.

Strategy Recommendations for Canada Dry
Canada Dry is a very popular and well recognized brand with great brand awareness
in countries like America and Canada however, they tend to struggle quite a lot getting their
product out globally. By focusing on this aspect more they will be able to capture a larger
audience and create greater brand equity. Canada Dry should sponsor and promote at more
global events rather than sticking to the respective countries as they already have a brand
name for themselves over there already, Events such as the Olympics or Music Festivals in
Pakistan or the middle east will most definitely further enhance their brand equity
worldwide. Including this personalized advertisement to this geographic will make the brand
more rememberable.
Conclusion
The branding of a product or their company is so important as it really sets an image
to the public for what you stand for or what makes you stand out from the others. When
your brand is able to be distinct from other brands in the industry, it gives you an advantage
over other companies. Coke is a really well-known brand which everyone around us in the
day drinks and knows. But this branding has developed overtime. Canada Dry has changed
their brand image and branding quite a few times to have more of an impact on the
industry. It was able to give it the work harder and relax even harder branding in the last
few years and has made it a lot more global than the others. Other brands such as Fair and
Lovely is a common name in the Pakistani household but due to the outburst of the murder
of a man George Floyd due to him being black, the company gaining a lot of hate for its
purpose and them basically saying that white is beautiful. The brand had to change their
branding by changing their name to Glow and Lovely instead of saying being fair is good,
they are implying that the glow is lovely.

LO 2: Analyze how brands are organized in Portfolios; how brand hierarchies are built and
managed.
Portfolio Management
The brand portfolio is where all the brands and brand lines of a brand are listed in. It
basically shows off each brand and what each of them offer to the different markets or
audiences. To manage this portfolio overtime as time progresses it is important to mention
the different categories of the product which are linked with the different brands. Having a
breadth of mix and depth of branding is key in the portfolio management. The brands in the
portfolio all play a different and distinct role which are as follows:
 Flanker Brand: This brand is basically a new product which has been released into
the market in the same category as one of their others. The main purpose of this is
to pursue all segments and sectors of people and gain a market share.
 Cash Cow Brand: This is the product that has been out for a while and has gained its
maturity, but is still able to bring in enough profits for it to survive on its own. Its
usually not removed as it is still able to keep itself up in the market and there is sale
still going through and it is better than stopping it completely.
 Low-End Entry Level Brand: The Low-End Brand is basically a product which is sold at
a really low price to bring in customers and introduce them to your brand, once they
are familiar and a customer of your brand, they are willing to try more of the brands
higher-end products.
 High End Prestige Brand: This product is sold at a very high price and is considered
to be expensive to show the intent of it being very prestige and for people with
money. Due to this brand right here, other products and brands in the portfolio gain
recognition as well and relevance to them through this.
Models for Brand Portfolio
Branded House
Branded house is considered to be one of the most used architectures by companies.
Similar sub brands of the main brand are marketed out and are operated by them as well.
By this the main name of the brand is seen but offer a variety of products, such as google
who offers many different products but under the name of google itself such google maps. It
is basically a sub brand of the parent company. By using the branded house strategy, it adds
focus on to the primary brand and increases its scale immensely. However, it may become
confusing and difficult to differentiate the primary brand from its sub brands. It is also very
risky and constrains innovation and growth of the company.
House of Brands
House of brands is basically the complete opposite of branded house. As branded
house really focuses on one brand, house of brands is not one who really knows what brand
owns them but focuses on promoting their different brands. It is home to many which are
totally independent from each other. Which have their own independent audience, market,
look and branding. When thinking of Axe, you do not usually think of the parent company
Unilever but just Axe itself. This works well with many larger consumer companies however

is not for everyone. It is easy to target customers from different markets and is quite easy to
go global with such. However, it becomes hard to manage due to so many brands.
House Blend
Branded house and house of brands are the most common usually, however there is
a hybrid of the two where sub brands exist with their own marketing and brand name but
also have a focus on their primary brand as well. Such as coca cola who has different sub
brands such as sprite whereas also has products such as coke zero.
Brand Hierarchy
Brands usually have a distinctive feature or promise that sets them up apart from
their customers. But the same branding needs to be done to separate the brand lines and
products from each other. When companies start to release new products so they
differentiate them with a brand hierarchy to help in the differentiation of the products and
services. It is basically a hierarchal structure with multiple levels starting from the family
brand, individual brand and then to the modifier. Some different branding strategies to set
them apart from each other are:
Corporate Branding
The highest level on the hierarchy which is the main brand is considered as the
corporate brand. So, when the company’s name is used in the branding of a new product, it
is corporate branding. Such as axe having a parent company which is the owner of this being
Unilever.
Umbrella or Family Branding
The next level on the hierarchy is the family brand which is also called the umbrella
brand as it has quite a range of products under it but it is the corporate brand. It has many
products and them having their own brand image under the parent brand. The umbrella
which divides into different products such as iPhone, iPad and iPod but all still products of
Apple.
Individual or Independent Branding
The third tier on the hierarchy where the different products are branded on different
brand names than the corporate brand. Every brand having a unique image and no
relevance to the other brands which come under the corporate brand. P&G having different
branding and markets for their individual brands such as Pampers, head and shoulders and
Pantene.

Customer Based Brand Equity Management
Brand Equity is basically the value of the brand and how highly it is considered to the
audience. Having to manage it and keep the value that it is known for and possibly improve
it even more is key. There are different strategies that can be used to manage the brand
equity.
Quality Strategy
Being able to produce good quality products and services is always important.
Customers have many options to choose from when buying a product, and they have no
intention of settling. If their expectations aren’t met then they won’t be purchasing from the
brand again. This will leave a certain image on the brand and will be difficult to recover
from. It is important to either stick with a few products and have them polished to
perfection rather than having many which don’t meet the bare minimum expectations. As
good quality of products will only leave a good image on the customers and influence them
to use your products again.
Loyalty Strategy
Having the loyalty of customers is a way of building brand equity as it basically
consists of it. There are many ways to gain this loyalty. One of them being the emotional
connection which the company has with its customers. By actively interacting with them and
implementing what they want increases loyalty. By this they are more likely to forgive due
to this emotional connection with the brand. Another being the status symbol card where
the brand portrays and image of being part of an exclusive or higher up club by using your
product. It’s a psychological trick which influences people to buy your product and makes
them loyal. Some other ways rather than mentally can be through giving out free products
and items to customers. Because everyone likes free stuff and it will only make the
customer come back again because of the one time they got something for free.
Consistency Strategy
Brand equity can be tackled by so many different aspects. One of them being
portraying a consistent image and consistency of brands. The message that they are known
for should stay same and by customers being able to relate it to their brand creates brand
equity. The message that is being portrayed should be same all across and should be easy to
remember or catchy. By catering properly to the target audience of the company will they
only be able to relate to it. This can only be done by researching and analyzing the market.
(Vickery, 2017)
Critical Analysis of Strategies used by Canada Dry
Canada dry is basically a House blend. It comes under the house brand Keurig Dr
Pepper which has many other brands as well. Keurig’s Dr Pepper is still quite well known but
not as much as so related to Canada Dry. It is also considered to be a branded house as
there are many other products that come under its name of Canada Dry. Some products of
Canada Dry can be assorted as:

Flanker Brand: The products Canada dry diet, cranberry, blackberry, lemon, orange,
pomegranate cherry and tonic would be the flanker brand. All these different flavors which
have been introduced in the similar category as before but with different flavors and variety.
This is done to gain more market share and provide to a larger audience.
Cash Cow Brand: The Canada Dry tonic water would be the cash cow brand. It was released
quite a long time ago and is not purchased that frequently. But is purchased enough for it to
cover its costs and bring in few profits for its own production. It is left there and not stopped
production as it still able to hold itself and is only benefiting the company by brand
recognition.
Low-End Entry Level Brand: Canada Dry Ginger Ale fountain will come up as a low end as it
is offered in most gas stations or games where it can be bought for a cheap price. This is
done to introduce people to this brand and have them try their other products and more
expensive ones as well.
High End Prestige Brand: Canada Dry Bold is the high-end prestige brand as it is more
expensive than the basic Ginger ale. This was introduced as a product which prestige and
higher up classy people would drink. This is done to improve recognition and loyalty of
customers by hyping it up more.
Flanker Brand Cash Cow Brand
Low End Entry High-End Prestige
As for managing the brand equity, Canada dry uses many strategies but the ones
explained above have been applied accordingly. Canada Dry uses the Quality Strategy and
have perfected its ginger ale taste and provides good quality of products which do not differ
from one to another. If the Canada Dry, which a new customer tries for the first time
happens to have too much of an ingredient could result in bad reviews and image of them.
Having good quality can only result in a good image. By using the loyalty strategy, they gain
loyalty by customers through influencing them that the people who drink their product are

higher class men and women. They portray a classy image through their commercials and
advertisements on television and social media. They also use the consistency strategy by
keeping their mission and promises same and cater to higher class men and women to relax
harder with ginger ale and work better.