Branding of Coca Cola and their major success and pitfalls.

1. midhin manoharan

2. What is Brand Equity?
• A brand's power derived from
the goodwill and name recognition that it
has earned over time, which translates into
higher sales volume and higher profit
margins against competing brands.
• The purpose of brand equity metrics is to measure
the value of a brand.

4. HISTORY
• Coca-Cola history began in 1886 when the curiosity
of an Atlanta pharmacist, Dr. John S. Pemberton, led
him to create a distinctive tasting soft drink that could
be sold at soda fountains.
• The first marketing efforts in Coca-Cola history were
executed through coupons promoting free samples of
the beverage.
• Considered an innovative tactic back in 1887,
couponing was followed by newspaper advertising
and the distribution of promotional items bearing the
Coca-Cola script to participating pharmacies.

6. BRAND AWARENESS
• Brand awareness is the extent to which a brand is
recognized by potential customers, and is correctly
associated with a particular product.
• Coco cola is one brand which is recognized by
everyone around the globe.
• It is available in every country except Cuba and
North Korea and has a product portfolio of over 3,500
brands.
• Another factor is its authenticity. Its strong self-belief
and consistent identity also helped achieve its
position in the market.

7. • Coca Cola has also sponsored many famous events
and associations such as American Idol, Apple
iTunes, BET Network, NASCAR, NBA, NCAA, and
the Olympic Games.
• It is one of the most persistent and well-loved brands
in history.
• The reason in part of this, is their strong advertising
and marketing. Coca-Cola has always relied in
advertising to promote and market their brand, and
this is why they are always on top of their game, after
having been in the market for more than a century.

8. PERCEIVED QUALITY
• Perceived quality can be defined as the
customer's perception of the overall quality or
superiority of a product or service with respect
to its intended purpose, relative to alternatives.
• Coca-Cola’s’ brand personality reflects the
positioning of its brand. Many people see
‘Coca-Cola’ as a part of their daily life. This
similarity between the brand and the consumer
leads to a high degree of loyalty and makes the
purchasing decision easier.

9. BRAND ASSOCIATION
• Brand Associations are not benefits, but are
images and symbols associated with a brand or a
brand benefit.
• Brand association is anything which is deep
seated in customer’s mind about the brand. Brand
should be associated with something positive so
that the customers relate the brand to being
positive.

10. Brand associations are formed on the following
basis:
• Customers contact with the organization and it’s
employees;
• Advertisements;
• Word of mouth publicity;
• Price at which the brand is sold;
• Celebrity/big entity association;
• Quality of the product;
• Products and schemes offered by competitors;
• Product class/category to which the brand belongs;
• POP ( Point of purchase) displays; etc

11. BRAND LOYALTY
• Brand loyalty is where a person buys products from
the same manufacturer repeatedly rather than from
other suppliers.
• Brand loyalty for Coke is strong. Coke changes its
cans, but consumers are still loyal. Coke has never
been shy about making changes and sometimes the
company plays with the designs on its cans.
• Even though the logo or packaging has changed over
the years, consumers are still loyal to the brand even
today.

12. MARKETING STRATEGY
Since its beginnings, Coca-Cola has built its business using
a universal strategy based on three timeless principles:
• Acceptability - through effective marketing, ensuring
Coca-Cola brands are an integral part of consumers daily
lives, making Coca-Cola the preferred beverage
everywhere
• Affordability - Coca-Cola guarantees it offers the best
price in terms of value for money
• Availability - making sure that Coca-Cola brands are
available anywhere people want refreshment, a pervasive
penetration of the marketplace.

13. Major Success of Coca Cola
• Strong global presence
• Advertising and differentiation
• Well recognized and cherished brand name
• Focus on consumers
• Product innovation capabilities
• Win the largest market share

14. Major Pitfalls of Coca Cola
• Competition
• Health effects
• Packaging
• Environmental issues
• Economic business practices

17. LOGO EVOLUTION