coca cola brand equity pdf

Major Success of Coca Cola Strong global presence Coca-cola operates in more than 200 countries, with 75% of profits coming from abroad (Hoover, 2009). Brand association is anything which is deep seated in customers Also, it has more market share than PepsiCo in the beverage industry. And finding of our research indicates that brand loyalty and repurchase intentions has positive relationship which means, brand loyalty influence the repurchase intentions of consumer. The beverages sold by Coca Cola can be grouped into the following categories - sparkling soft drinks; water, enhanced water and sports drinks; juice, dairy and plant-based beverages; tea and coffee; and energy drinks. Nowhere is the emphasis on brand more prevalent than in the constant debate of Pepsi versus Coca-Cola. 8. 2 spot was Microsoft, with an estimated brand value of $70 billion. Business leaders are fully aware of the importance of brand, branding and brand management for their survival and maintaining sustainable development in competitive and globalized world. Brand Equity - Interbrand in 2011 awarded Coca cola with the highest brand equity award. It also holds close emotional attachment for bonding among friends and family. Service attributes like intangibility, heterogeneity and inseparability demand case sensitive strategies in order to stimulate perceptions about brand quality, facilitate brand image and minimize consumers search efforts. to alternatives. Coca Cola of Brand Equity - Free download as Powerpoint Presentation (.ppt / .pptx), PDF File (.pdf), Text File (.txt) or view presentation slides online. It begins with a compelling image, a unique style and thrilling message to increase brand equity. We explore the external and internal factors which share the company and its direction, and how Coca-Cola has responded to its influences. While Pepsi shares may be higher due to its . It is a multinational corporation that is headquartered in Atlanta, Georgia. While for Coca-Cola happiness and optimism are the core values, for the core value is fun; Coca-Cola's . The Coca-Cola Company is the largest non-alcoholic beverage company in the world. DOI: 10.13140/ejbm.2013.55.65. According to Forbes List of Most Valuable Brands, it ranked 6th with a brand value of $64.6 Billion in 2020. The recipe of Coca Cola may not be unique anymore; however, memories linked with Coca-Cola are unique and of a great value that drastically increases brand equity of the brand. executed through coupons promoting free samples of the beverage. Customers contact with the organization and its employees; Brand image, brand liking, awareness and customer attachment augment a products value. We look at the full definition, why it's important, and how marketers can build and measure it. The Coca Cola Company Stock Value Analysis NYSE KO. Currently almost all products have the brand, and all companies strive to develop and maintain their brand reputation. Sorry, preview is currently unavailable. Another factor is its authenticity. On the other hand, another value that adds up to Coca Colas brand equity is in its long-term association with its customers. To browse Academia.edu and the wider internet faster and more securely, please take a few seconds toupgrade your browser. 1- Consistent Brand Identity: The first advertisement Coca-cola has ever did was branding coca-cola drink as "a delicious and refreshing drink", they have been sharing happiness from the very start. Brand is a mark left on the minds and hearts of consumers, which creates a specific sense of meaning and feeling. associated with a particular product. Brand equity: Brand equity is the most important strength for any large company. Academia.edu uses cookies to personalize content, tailor ads and improve the user experience. Thumps-up, Sprite, Fanta & Maaza are Stars as these brands have high market share but high competition in their respective segment. In addition, it is also involved in the manufacturing and sale of food and food products. The Coca-Cola Company understands the significance of brand knowledge, in which efforts are exerted to keep its brand maintained at a level where recognition, patronization, and loyalty are secured and preservedto sustain brand equity (Kotler et al 284). The results showed that perceived quality is an important aspect of building strong service brands. Successful communication of perceived strengths of the product. BRAND AWARENESS Brand awareness is the extent to which a Brand personality is the key for service brands to reinforce brand image, because consumers need to establish strong, endurable relations and trust. Coca-Cola is a brand that customers love and know, as the company pays billions of dollars to create a strong brand image in the mind of customers. Coca Cola is one of the two leading beverages brands of the world which owns or licenses and markets more than 500 non alcoholic beverages brands. Language : English Publication date : 2020 Country : USA Tags : Featured Food & beverage The online practical life example and mainly to come to research approach is used to gather know about the inventory and exploratory information about the brand to do audit expects of Coca Cola brand. NGHIN CU XY DNG WEBSITE BNG FLASH V WEBSERVICE, COCA-COLA: International Business Strategy for Globalization. Coca-Cola has . The company ranks well ahead its closest competitor Pepsi, with brand equity of $67 billion compared to Pepsi's $13 billion. Around the World, Every Day, 1.5 Billion Times a Day. This electronic file is for the personal use of authorised users based at the subscribing company's office location. is sold; Celebrity/big entity association; Quality of the product; timeless principles: Acceptability - through effective marketing, BRANDBOOK COCACOLA. Beverage Categories All Coffee & Tea Juices & Dairy & Plant-Based Sparkling Soft Drinks Waters & Hydration The most important brief of our lives: Securing a liveable future, Lenovo capitalises on its strong marketing fundamentals, despite downturn, How premiumization and pricing are driving success at Beam Suntory, PwCs Antonia Wade on why C-suite leaders need to avoid the short-termist trap, Unilever aims to lead the way on sustainability and media responsibility, Octopus Energy: Why brand experience matters in a cost-of-living crisis, Mondelez sees its long-term brand-building efforts pay off for equity, Campbells Soup sharpens its brand mission amid gaming, Web3 plays. The paper focused on Coca-Cola's operations in the United States, China, Belarus, Peru, and Morocco. The company was founded in the year 1886. The strategic management process in this paper aims to target PCPPIs operations, marketing, financial, information technology, and human resource strategies. 3. Customers are ready to pay money and just want Coca Cola because the brand associated with customer emotions, such as family, behaviors, feelings, fulfillment, and memories of fun and good times. Coca-Cola can definitely be called an emotional brand. Pepsi has strong and large force of loyal customers, who do not prefer substitutes. The paper revealed that Coca-Cola was very successful in implementing strategies regardless of the country. All rights reserved including database rights. * Corresponding author. essay, pdf strategic marketing plan for coca cola 2016, vrio analysis examples vrio framework creately, free essays on coca cola vrio brainia com, coca cola . Brand Highest Ground Optimism. The Coca-Cola company is a multinational company and global leader in the manufacturing and distribution of soft-carbonated beverages. Adding on, according to an article written in Interbrand titled "Best Global Brands", the brand awareness disseminated by Coca Cola is a powerful spread as according to a survey by Research . Focus on the "Individual" and NOT the "Organisation" No one is better than Coca-Cola at. Coca cola with its vast global presence and unique brand identity is definitely one of the costliest brands with the highest brand equity. The company apparently has uniqueness. suppliers. The purpose of this research was to check the influence of Brand Loyalty on consumer Repurchase Intentions of Coca-Cola and also find out the factors affecting brand loyalty and repurchase intentions of Consumers. . Brand awareness, perceived quality, brand association, brand image and brand loyalty; the most researched and cited brand equity dimensions are hypothesized to contribute to brand equity. PERCEIVED QUALITY Perceived quality can be defined as the Each of the marketing communication ends with a punchline, a slogan made up by Coca-Cola marketer to instill the image the slogan intends to exploit Coca-Cola wants the consumers to perceive it as a youth, full of life. We're happy to share that our Halloween Horror Nights event will open Friday, Sept. 30, at 5 p.m. for all guests with existing tickets. By using our site, you agree to our collection of information through the use of cookies. Coca Cola with its rich history and legacy of over a decade, with its exceptional marketing strategies and a supreme portfolio consisting of over 500 beverages such as Sprite, Thumps Up, Maaza,. 1. midhin manoharan. Coca-Cola was originally intended as John S. Pemberton and served at a patent medicine invented by John Jacobs' Pharmacy. 11. Nine drinks a day are sold during this year. persistent and well-loved brands in history. The Coca-Cola Company is a total beverage company, offering over 500 brands in more than 200 countries and territories. The implications of the study results and future research directions are also presented. This proves that Coca-Cola indeed has strong loyal community of consumers. In 1982, Coca-Cola extended the brand by launching Diet Coke. Coca-Cola. 6. Sorry, preview is currently unavailable. If competitors try to produce a batch of Cola by using the recipe, yet it might not the same as the original Coca-Cola. What is Brand Equity? Speed and a willingness to embrace change is their essence. Coca-cola Company has successfully employed this four-fold brand identity perspective and out of this, it has managed to catapult the various brands it produces to become the most consumed beverage globally. To browse Academia.edu and the wider internet faster and more securely, please take a few seconds toupgrade your browser. Old beside new, low-tech beside high-tech . Enter the email address you signed up with and we'll email you a reset link. Coca Cola and Pepsi, continuously find for this positions, as being strong rivals. The purpose of brand equity metrics is to measure the value of a brand. Coca Colas brand equity or value is driven from willingness of people to spend a premium for Coca-Cola and refusal to switch for substitute products, like Pepsi. Data sourced from Economic Times; additional content by Warc staff. terms of value for money Availability - making sure that Coca-Cola Although it is clear that Coca-Cola is best known for Coca-Cola, its total range covers both sparkling and still drives and its 14 billion dollar portfolio include both globally known and localised brands. To learn more, view ourPrivacy Policy. Procter & Gamble Co. Stock Price Forecast for 2025 February 2025 Open: 173.388 Close: 172.826 Min: 172.826 Max: 173.614 Change: -0.33 % Procter & Gamble Co. Stock Price Forecast for 2025 March 2025 Open: 172. Coca Cola Brand Audit , , 2743 Download This paper draws on Coca Cola Company's concepts of branding development and marketing using the comprehensive framework of brand inventory and brand exploratory to show how the beverage products of Coca Cola are marketed and branded. Products of Coca-Cola It serves 1.9 billion or 3.2% of the total 60 billion beverage servings of all types consumed worldwide every day. What is Brand Equity? The desired outcome is competitive advantage, measured by above-average returns. BRAND LOYALTY Brand loyalty is where a person buys products This approach of creating association with customers helped Coca-Cola in increasing brand equity; as a result, Coca-Cola has a huge base of loyal customers. By meeting customer expectations about service performance, service brands are capable of affecting Brand Attachment and consumer behavior interpreted as Customer Loyalty and Word of Mouth communication (WoM). positioning of its brand. HISTORY Coca-Cola history began in 1886 when the curiosity Brand image plays an important role in the development of a brand because the brand image associated with the reputation and credibility of the brand which later become the 'guideline' for the consumer audience to try and use a product or service then creating a particular experience that will determine whether the consumer will be into brand loyalist, or simply an opportunist (easy to switch to another brand). always relied in advertising to promote and market their brand, and consumer leads to a high degree of loyalty and makes the purchasing This paper evaluates the various aspect of the brand Coca-Cola; the name, the symbol, the identity, the brand equity as well as the attending challenge of retail brands like Walmart, Tesco etc. Brand strength Coca-Cola Company is the greatest manufacturer, distributor and the salesman of the concentrated ones and syrups without alcohol of the drink in the world. Within this analysis, we chose to focus on the Coca-Cola Company because they have proven successful in their international operations and are one of the most recognized brands in the world. What increases Coca Cola's Brand Equity? About the Author! name Focus on consumers Product innovation capabilities Win the We performed an in-depth review of how effectively or ineffectively Coca-Cola has used each of the six strategies. The dimensions of brand image in this study include brand identity, brand personality, brand association, brand behavior & attitude, and brand competence & benefit. Coca-Cola believed in fixing the prices, so that market acceptance was there. Company accountant, Frank Robinson, names the drink "Coca Cola," and thinking the two Cs would look well in advertising, pens the famous Spencerian script logo. This paper identified six key strategies necessary for firms to be successful when expanding globally. This year, the Diet Coke can was re-designed by the Turner Duckworth design firm in San Francisco. The purpose of brand equity metrics is to Many people see Coca-Cola as a part of Using theoretical review and self-reflectivity method, this conceptual paper aims to review the dimensions of brand image as one stage in the hierarchy of branding or brand communications, so it can be a guide for future studies related to the brand image. Even though the logo or packaging has changed over the years, but consumers are still loyal. Wijaya, B. S. (2013). A Coca-Cola spokeswoman said reception for . At this point of time, Coca-Cola is not a struggling brand yet appeared to decline slowly. Icon Design System designed by Kenyon Weston (UK) in 2020. Over these many years, Coca-Cola has grown to be one of the worlds most well known brands with more than 1.6 billion beverages sold each day. Dimensions of Brand Image: A Conceptual Review from the Perspective of Brand Communication, European Journal of Business and Management, 5 (31), p. 55-65.

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