StudentShare solutions
Got a tricky question? Receive an answer from students like you! Try us!

Essay example - Coca Cola's branding strategy

Only on StudentShare
Pages 2 (502 words)
The term 'brand equity' basically denotes the credibility of a specified organization in relation to its prime product or products towards the perception of its probable long term success in open market by the band or brands customers and stakeholders. It is this belief the customers and stakeholders indulge in the company.

Extract of sample

For example, when the company decided to change the taste of its prime product Coke in the 1980's the result was vigorously unfavorable and the company authorities had to dump the plan.
The term 'branding strategy' deals with the variables that formulate and execute the probable public perception about the brand or brands of a company. The future success of the company depends on this branding strategy.
When a company like Coca Cola is taken into consideration it could be safely stated that their impetus on branding strategy has remained successful throughout the century with ground breaking success notes. While selecting the branding strategy by the officials it is always kept in mind that the direct marketing is at its optimum level and the supply chain and distribution system is always at its most advantageous position. In addition, there is always the potential to innovate new sister brands corresponding the local taste and priorities. For example, Coca Cola can boast on having over 500 flavors in its booty. Furthermore, there was bottled water branded under the equity that really took the market by storm in 2000.
There are about four core brands operating under the over head of Coca Cola. ...
Download paper
Not exactly what you need?

Related papers

Coca-Cola India
The company's re-entry into the Indian market was through a strategic alliance with Parle Exports which was owned by Ramesh Chauhan (ICFAI Center for Management Research (ICMR). Parle Exports entered the soft drinks market in late 1970s and this was the time when the government pressures forced Coca-Cola to exit the Indian market. Through the strategic alliance, Coca-Cola India gained the…
4 pages (1004 words)
Brand Management Strategy
Thus, a product may be a physical good (e.g., a cereal, tennis racquet, or automobile), service (e.g., an airline, bank, or insurance company), retail store (e.g., a department store, specialty store, or supermarket), person (e.g., a political figure, entertainer, or professional athlete), organization (e.g., a nonprofit organization, trade organization, or arts group), place (e.g., a city, state,…
11 pages (2761 words)
Of Thinking Globally and Acting Locally
Thus, business organizations like Coca-Cola (Coca-Cola) Company take on the challenge of "thinking globally but acting locally."…
2 pages (502 words)
Global Branding Strategy
. Brand is an impression about a product in the minds of consumers, the label, which is associated with a given product. The process of creating a brand and manipulating it is called branding. Basically, branding is all about the image of the product.…
9 pages (2259 words)
Managing a value Chain
The concept of value chain was conceived by Michael Porter in his book 'Competitive Advantage: Creating and Sustaining Superior Advantage' "The value chain analysis describes the activities the organization performs and links them to the organizations competitive position." (Porter, 2001). A value chain consists of inbound logistics, operations, outbound logistics, marketing and sales and service.…
10 pages (2510 words)
A critical analysis of the globalization strategy of a multinational company (Coca-Cola)
While conceding to the fact that internationalisation is a risky endeavour, international business theory has proposed a number of risk-minimising strategies and a set of recommendations for the constructive exploitation of globalisation for the purposes of profit maximisation. Needless to say, while some corporations have successfully implemented these recommendations and have substantially…
11 pages (2761 words)