Coca-Cola Brand Management: Strategic Plan and Analysis Report, MK4060

This report provides a comprehensive analysis of Coca-Cola's brand management, examining its vision, mission, brand equity, and competitive landscape. It delves into the company's current performance, identifies issues related to packaging and health concerns, and proposes a repositioning strategy to address these challenges. The report includes an overview of key competitors like PepsiCo and Red Bull, analyzes the marketing mix, and considers budgetary aspects. It highlights the importance of strategic brand planning and offers recommendations to enhance Coca-Cola's success in the market. The report also provides an executive summary, table of contents, and bibliography.