This report provides a critical analysis of the Coca-Cola brand, focusing on its brand equity. It begins with an executive summary and then delves into a comprehensive overview of the brand, including its portfolio, brand elements (name, packaging, logo, and slogan), and sources of brand equity (awareness and image). The report then examines Coca-Cola's marketing program, including its target market, marketing mix (product, price, place, and promotion), and brand attributes. The analysis identifies threats to the brand's equity, such as increased competition and raw material sourcing challenges. The report concludes with recommendations for growth strategies and securing raw materials, along with a detailed reference section and appendices. The report highlights Coca-Cola's global presence, consistent product quality, and effective marketing strategies while acknowledging the challenges the brand faces in a competitive market.
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