Effective Brand Management: A Coca-Cola Case Study

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BRAND MANAGEMENT
COCA-COLA

Table of Contents
LIST OF FIGURES.......................................................................................................................2
INTRODUCTION........................................................................................................................3
TASK 1 DEVELOPING AND MANAGING BRAND OVERTIME......................................................4
TASK 2 BRAND PORTFOLIO AND HIERARCHY MANAGEMENT..................................................8
TASK 3 BRAND EXTENSION AND LEVERAGE...........................................................................11
TASK 4 MANAGING AND MEASURING BRAND VALUE............................................................16
CONCLUSION.......................................................................................................................... 19
REFERENCES........................................................................................................................... 20
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LIST OF FIGURES
Figure 1: Coca-Cola Logo.....................................................................................................8
Figure 2: Line Extension of Diet Coke................................................................................12
Figure 3: Brand Extension of Diet Coke.............................................................................13
Figure 4: Logo of Nestea...................................................................................................16
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INTRODUCTION
The report focuses on the brand and concept of branding with reference to the
organizational context. Branding is an essential tool for the company which assists it in
achieving the objectives and aims effectively. Different brand strategies that can be utilized
by the business enterprise that can be utilized for developing a brand over the years are
evaluated. The evaluation of brand management within the organization is understood with
the assist of theories and models along with their application. The main factors of an
effective strategy and plan for management of brand are examined in the report.
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TASK 1 DEVELOPING AND MANAGING BRAND
OVERTIME
BRAND IS POWER
INTRODUCTION
The identity of the product is called a brand which assists the business in marketing the
services and goods. The brand of a business assists it to distinguish its goods from the goods
and services of its competitors (Rouse, 2016). Brand equity is the positive value and place of
the business which is made by it by successfully and effectively serving the consumers in the
marketplace. The services and goods of the business are made memorable for the
consumers by brand equity (Business Dictionary, 2019).
The business can build a successful brand include a number of steps which include fixing the
target customer by establishing a brand mission statement. The business can build an
attractive brand tagline and logo along with developing a voice of brand by hiring a famous
celebrity for the brand (Gregory, 2019). The business should be consistent and continuously
communicate brand promises to its clients.
The marketing function an important role for creating brand equity of the business which
can be done by communicating the merits of the brand to the consumers. It acts as a search
engine for the business and provides its valuable information to the consumers. The brand is
managed and monitored effectively by social media along with other methods of
communication by the marketing department.
BODY
The place of the brand when it is calculated in the qualitative terms, it is termed as equity of
brand of the business. The goodwill of the brand in the market is created by the business
along with developing brand awareness which is also called brand equity. The sales and
turnover of the business can be enhanced by equity of brand which can make the brand
memorable for the consumers.
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Different strategies can be utilized by Optimum Impression Ltd. for strengthening equity of
brand in the market. The business can sell quality services and goods in the market which
will assist in creating brand loyalty. The competitive analysis can be made by the business
for evaluating the industry trends in order to create a unique recognition in the
marketplace. The brand image of the business should be consistent which can be managed
by continuously communicating the new features, changes, and other innovation of the
services and goods of the business. Feedback of customer is a valuable strategy which can
be accessed by the Optimum Impression Ltd. for understanding the weaknesses and
strengths of the brand.
Aaker brand equity model is the model which is utilized for evaluating the equity of brand of
the business which is a sum up of brand awareness, brand association, brand loyalty, and
brand identity. It was invented by David Aaker which five basic components that are
described as follows:
Brand loyalty – it the measurement of loyalty that the business has for its brand in the
market in the memory of consumers.
Brand awareness – It is the place of information and information of the brand that the
consumers hold.
Brand associations – It is the extent of retrieve association that the mind of customer has
through the brand.
Perceived quality – It is the quality which is expected by the brand by the consumers in the
market.
Another proprietary – It is related to the intellectual property rights of the brand along with
other trade partners (Haaften, 2017).
According to Keller's Brand Equity Model, the powerful brand equity of the business can be
created effectively. Brand equity can be made by developing positive feelings, thoughts,
beliefs, perceptions, and opinions about the brand. There are four major stages involved in
the process of developing brand equity for Keller's Brand Equity Model which are described
as follows:
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Brand identity – The market research is carried on by the business for analyzing the identity
of the brand.
Brand meaning – The business can communicate the meaning for which the brand is
standing in the market. It is defined along with performance and imagery which act as two
developing blocks for the brand.
Brand response – The perception and presentiment of the customer for the brand is
evaluated that will assist the business in examining the brand creditability and quality.
Brand relationships – The response for the brand is converted into the loyal relationship
between the brand and customer in this step. It is the most desirable and difficult step
which create a psychological relationship with the brand.
Brand extension is the use of the successful and well-established name of the brand for
introducing the new category of product in the market (Chi, 2019). There are different
methods by using them Optimum Impression Ltd. can extend its brand successfully in the
market which are described below:
 Brand equity can be measured by the business in order to understand the
appropriate time to launch a latest brand in the market.
 The potential risks of the market are analyzed along with their positive and negative
impacts.
 The potential of the market where the brand is to be introduced is evaluated by the
business.
 Connecting with the audience is another strategy which can be utilized by Optimum
Impression Ltd. for extending its brand (Sutton, 2016).
Brand revitalization is the method which is utilized by the management to regain the lost
avenues of the equity of the brand. There are various methods which can be utilized by
Optimum Impression Ltd. to revitalize its brand in the market. Product modification, market
expansion, and brand replaceing are some of the approaches of brand revitalization which
can be utilized by Optimum Impression Ltd.
Brand reinforcement is the technique where the business makes different efforts for
maintaining the brand place and for maintaining the name of brand alive in the minds of the
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consumers. It is a method which is utilized for increasing the brand loyalty of existing
consumers along with attracting new consumers (Miller, 2016).
CONCLUSION
Branding is an important marketing practice which assists the business in creating the brand
easily identifiable in the market. The business value is increased substantially by establishing
a successful brand image. This assists the business in long term aspects which creates more
investment opportunities in the future. The branding strategy of the business assists it in
creating new consumers by creating a positive image of the business in the market. The
advertising of new services and goods of the business is achieved by branding. The
satisfaction level of the consumers is increased along with enhancing the pride of employees
by working in a successful branded business. The trust and loyalty of the consumers are
increased by well-strategized branding of the services and goods of the business. By an
outstanding branding strategy, a trust is established by the business in the marketplace
where the other business partners are more likely to prefer doing business with such
business of established successful brand image (Smithson, 2015).
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TASK 2 BRAND PORTFOLIO AND HIERARCHY
MANAGEMENT
EXECUTIVE SUMMARY
The brand hierarchy management along with the brand portfolio is explained in the
following report by describing the Coca-Cola Company. The strategy of the brand portfolio is
discussed in the report along with the equity management of brand of the Coca-Cola
Company.
INTRODUCTION
Coca-Cola Company is a carbonated soft drink manufacturing business which is also known
as Coke in the market. It was founded by John Stith Pemberton in 1892 and has been in the
market for 127 years. The headquarters of the business is situated in United States, Atlanta,
and Georgia along with 62600 number of employees. Coca-Cola Company is a public
business which has James Quincey as CEO and chairman. Pepsi, Classiko Cola, Mecca Cola,
and Qibla Cola are some of the competitors of Coca-Cola Company.
Figure 1: Coca-Cola Logo
BRAND PORTFOLIO STRATEGY
The strategy under which the business gathers its different brands and other business units
is called a brand portfolio strategy. For optimizing the brand portfolio of the business in the
eyes of the consumers is called brand portfolio strategy (Robertson, 2019). The issue of
confusions and inefficiencies prevailing in the business is resolved by brand portfolio
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strategy by separating one brand from another and clearly displaying the whole picture to
the audience in the market.
Brand Portfolio Strategy of Coca-Cola
The Coca-Cola Company has utilized a brand portfolio strategy for creating a competitive
edge in the market along with increasing the value of its brand and goods. The Coca-Cola
Company has provided quality goods to its consumers by keeping its price competitive for
some goods and low for another. Brand establishment of Coca-Cola Company plays a vital
role in expanding the brand portfolio of the business. The beverages such as coffee,
orangeades, bottled water, energy drinks, teas, iso-tonics, beer, and carbonated soft drinks
are included brand portfolio of Coca-Cola Company. The business also offers sugar-free and
low sugar drinks in its product drink range in the course of its strategy of brand portfolio.
There are around $250 million invested by the Coca-Cola Company for advertising its goods
in the market and in other activities of marketing. The extensive mix strategy of branding of
Coca-Cola Company includes Sprite, Coca-Cola sugar free, Powerade, Coca-Cola Zero, illy
issimo, Fanta, and Coca-Cola light.
BRAND MANAGEMENT HIERARCHY
The strategy of the business which is utilized for displaying the similar and distinctive
components of brands in the form of the strategy of branding of the company is called a
brand management strategy. Branded model, house of brands model, and hybrid model are
the three major types of brand management hierarchy which can be utilized by the
business.
Branded model is the branding strategy where the latest goods of the business are launched
under the brand name of the original business. The services and goods of different
categories and range are promoted under the single brand name of the business in the
branded house model.
Coca-Cola Company follows branded model of the brand management hierarchy by using
one brand strategy. The business has developed many brands of different categories and a
number of product variants in beverages under the brand name of its business. The
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beverages goods under the categories of sugar-free and low sugar drinks by introducing
them under the brand name of Coca-Cola.
BRAND EQUITY MANAGEMENT
Management of equity of brand is difficult for marketing for the business in order to give
tough competition in the market. A number of brands are developed by the Coca-Cola
Company and it has become no. 1 beverage brand in the world. Different variants of goods
and brands are introduced by the Coca-Cola Company with a variety of taste and
refreshments. The business has utilized digital advertising methods for advertising its brand
in domestic and international markets. The logo of Coca-Cola Company is unique in itself
which differentiate it from its competitors in the market. Coca-Cola Company is being the
topmost brand in the market from more than 100 years and builds a positive experience in
the range of beverages for the consumers. All over these years, the Coca-Cola Company has
maintained its vision statements through effective advertisement methods. Following
strategies can be utilized by the Coca-Cola Company:
 By developing successful brand value in the market along with effectively
maintaining brand image.
 By following the rule of consistency in the market and focusing on the target market.
 By creating brand awareness through advertisement and promotional methods
along with managing social media.
 By involving proactiveness and reactiveness as a long term strategy for effectively
maintaining brand equity.
CONCLUSION
Coca-Cola has utilized many methods for successfully advertised its services and goods in
the marketplace with the use of digital and social media marketing methods. The business
has utilized a branded model as its strategy of brand hierarchy which significantly assisted
the business in attaining brand awareness and brand image in the market. The sales and
revenue of the Coca-Cola Company have drastically increased as a result of its branding and
promotion methods.
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TASK 3 BRAND EXTENSION AND LEVERAGE
EXECUTIVE SUMMARY
The concept of a brand leveraging and brand extension is discussed in accordance to the
Diet Coke in the Coca-Cola Company. The power of Nestea which can be leveraged by the
Coca-Cola Company is discussed in the report also the weaknesses of the brand which need
to be worked on by the business is analyzed. The suitable suggestion for minimizing the
defects of the brand or to reduce the weaknesses of the brand is analyzed in the report.
INTRODUCTION
The strategy utilized by the business organizations for developing a positive attitude and
behavior of consumers towards the brand is called brand leveraging (Wu, 2016). Coca-Cola
Company has many brands which have utilized one brand strategy for advertising its goods
in the market. Diet Coke is a popular brand of Coca-Cola Company which offers sugar-free
beverages along with another low calorie soft drink and beverages. Diet Coke was
developed by Coca-Cola Company in the year 1982 which is offering its services from more
than 37 years. There are different variants in which the diet coke is introduced by the Coca-
Cola Company which include Diet Coke with Lime, Diet Coke caffeine-free, Diet Coke Cherry,
Diet Coke Light Sango, Diet Coke with Citrus Zest, and Diet Coke sweetened with Splenda.
LINE EXTENSION VERSUS BRAND EXTENSION
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