Coca Cola And Its Brand Over Time

Brand equity is a business having the clout and power of its product(s) to leverage that equity or clout for its need to raise capital or increase customers. Developing brand equity is important because it allows companies to interact with their customers in order to induce loyalty which increases the growth of a company. Every company, established ones as well as start-ups have the ability to create brand equity. It is especially important for start-ups because in the first step of business, they would want to ensure that

The Coca-Cola organization has made exemplary strides mainly to offer a variety of products to its clients even with the competitive nature of the market. Consumers’ choice gets based on the brand aspect in which the organization wins most customers' heart against its rivals. Even though a significant number of people deny cases to having inclination picking between Coca-Cola items or its rivals', many have a strong desire in some way. Many inclines toward Coca-Cola products since the organization has more than hundred years of history and predictable brand image. This picture is engraved in a lot of people subsequently end up purchasing their beverages. It is out rightly conspicuous in the company’s high market share in the field of soft drinks.

Coca Cola’s first main weakness is that it is highly susceptible to any kind of negative publicity. Every kind of negative publicity can hurt the brand badly. Some years ago after traces of pesticides were found in the products of Coca Cola, it had hurt the brand really hard. Sales had dipped in various corners of the world apart from the criticism that flowed. Any such thing can hurt the popularity and sales of coca cola. However, Coca cola can overcome this weakness by being more transparent regarding the ingredients it uses in the production of its brands.

Coca-Cola is the result of a patent medicine formulated in a small southern pharmacy over a hundred years ago. It has grown into a multibillion dollar international company. It also owns one of the most valuable brands in the world. Their Coca-Cola banner has won the world’s top brand 13 times on brand c-consulting firm Interbrand’s annual list (Fraser, 2012). In addition to its main product, Coke, the company owns over 3500 beverages. One of its core competencies is brand building. They have built their brand to have respectability and dependability. Their brand and logo are recognized all around the globe. It has actually become a new known on almost all households worldwide (RNWILKIN, 2009).

Coca-Cola is globally recognized drink corporation and manufacturer. The company is best known for its flagship product ‘Coca-Cola’ which over the years has evolved in order to keep up with the latest consumer trends and demands. Coca-Cola strategically reinvents to respond to the marketing itself. Often criticized for its lack of diligence in maintaining a tagline, changing with the times is a part of the company’s strategy. Not every brand needs to reinvent themselves as frequently as Coca-Cola does, but

Coca-Cola history started in 1886 when the interest of an Atlanta drug specialist, Dr. John S. Pemberton, drove him to make a unique tasting soda pop that could be sold at pop wellsprings. He made an enhanced syrup, took it to his neighborhood drug store, where it was blended with carbonated water and regarded "fantastic" by the individuals who inspected it. Dr. Pemberton 's accomplice and clerk, Frank M. Robinson, is credited with naming the refreshment "Coca-Cola" and in addition planning the trademarked, unique script, still utilized today. Alternately very nearly 70 years, the main refreshment created and sold by The Coca-Cola Company was the lead Coca-Cola® designed in Atlanta in 1886. It wasn 't until 1955 that Coca-Cola drink offerings began to grow when a bottler in Italy began offering Fanta® Orange. Starting there on, the Company started including a more extensive assortment of refreshment choices and segment sizes for buyers. The Coca-Cola Company trusts in offering an arrangement of drinks for each way of life, life stage and life event. Today, in excess of 500 drink brands are sold in more than 200 nations. This adds up to 3,500+ drinks in various classes, for example, consistent, low- and no-calorie shining refreshments; foods grown from the ground squeezes and products of the soil beverages; filtered water; games and caffeinated beverages and prepared to-drink teas and espresso. ("The Human Resource Issues Faced By Coca Cola")

Coca-Cola has many intermediaries. It has signed up as the select soda supplier for few fast-food chains (e.g. McDonald's, Wendy’s and Subway), permitting the organization to get all the advertising support. Work with associates –> examines to know which Coke brands are favoured in which zone.

brand equity represents the value (to a consumer) of a product, above that which would result for an otherwise identical product without the brand’s name. In other words, brand equity represents the degree to which a brand’s name alone contributes value to the offering (again, from the perspective of the consumer).” The Marketing Science institute (1988) defines brand equity as, “The set of associations and behaviours on the part of the brand’s customers, channel members, and parent corporations that permit the brand to earn greater volume or greater margins than it could without the brand name and that gives the brand a strong, sustainable, and differentiated advantage over

The main objective of this study lies in understanding the organization and studying and understanding the advertising effectiveness of Coca-Cola product .The methodology used in studying and understanding the perceived views of consumers towards the product was ‘SAMPLING’. The findings of the activity have been drawn out in form of graphs and suggestions have been offered there from the Coca-Cola Company is the world's largest beverage company, largest manufacturer, distributor and marketer of non-alcoholic beverage concentrates and syrups in the world and is one of the largest corporations in the United States. The company is best known for its flagship product Coca-Cola, invented by pharmacist

A brand is recognised when a good quality product is produced, promoted and sold giving excellent satisfaction to consumer. With intensified competition in the market, building and maintaining a strong brand is extremely crucial. Brands go through their individual life cycles and brands that represent quality and esteem are able to maintain their position in the market. One of such brand is The Coca Cola Enterprise. The Coca Cola Enterprise is definitely a brand to look up to being the world’s largest beverage company and marketing over 500 non alcoholic beverage brands. The company has been in the market since 1886 that is for 128years now. It owns and markets four of the world top five non alcoholic drink brands which include Coca Cola, Diet Coke, Fanta and Sprite. How has Coca Cola been able to be at the top for such a long time? The answer is because of its excellent brand communication and service quality.

Coca-Cola has been around for generations with the same iconic taste, logo and symbolism. Its brand has represented family and the memories of good times, celebrations and comfort of being with those we love. Unfortunately, the company has not made good marketing decisions in the recent past and has lost relevancy. The purpose of this essay is to assess the conditions that created Coca-Colas marketing problems, evaluate the future of healthy beverages and non-carb drink brand extensions, and provide recommendations to the management.

The purpose of this report is to analyses the specific management problem, relevant to Coca-Cola and present the solutions and recommendations, which could help reviving the brand and boosting the sales and revenue of the company in the medium and the long-term future.

The Coca-Cola Company has been able to adapt with the times when it comes to public relations, publicity, and advertising tactics. The company’s tactics has had to evolve over the last century to be able to keep current consumers, and attract new consumers. The key for any company is to be able to adapted to changing technologies and processes. From the beginning, The Coca-Cola Company understood the importance of having a solid brand identity. There isn’t a brand that is more “branded” than The Coca-Cola Company. When people think of Coke, people might think of the color red, the iconic bottle shape, or maybe even polar bears. These easy identifiable symbols that represent Coke, allows the company to build an integrated marketing plan around the iconic symbols.

Given that Coca-Cola is one the best recognized brands in the world and a pioneer when it comes to globalization as it is pointed on the case, “Globalization and The Coca-Cola Company,” we see that Coca-Cola has one of the strongest global presences in the global market. According to the Saylor Foundation, “with its push for an increased global market share, Coca-Cola now operates in over 200 countries with over 84,000 suppliers.” Coca-Cola has made of itself the biggest producer of non-alcoholic beverages, but this global presence has not been easy for Coca-Cola the company. It has faced many challenges from the beginning since it started doing business in 1892. (The Saylor Foundation, N.D.)

This report highlights the product coca cola and the various different ways it has achieved success in the global market. It will outline various elements relating to consumer behaviour and its implications for creating marketing strategies for this brand. This product is chosen due to its market recognition, brand identity, and market leadership. Firstly, this report briefly describes about the company and its highlighted product coca cola from various articles and the company’s website. Thereafter the report will further outline Coca cola’s market segmentation, targeting and positioning. The articles written by Demetris Vrontris and Iain Shap; and by Vendredi provided great insights over its marketing strategies of Coca Cola. Observational research was used to observe various consumer purchase patterns and buying decisions. Later highlights over the latest growing trends, market share, market size, operating revenues and profits are discussed in detail. Further this report talks about the use of internet and its effects on the consumers purchase decisions. Lastly, a comparative analysis between Coca cola and Pepsi is conducted.