Coca Cola Brand Building Strategy

3065 Words Apr 19th, 2010 13 Pages
Introduction-:

Coca-Cola is a carbonated soft drink sold in stores, restaurants and vending machines internationally. The Coca-Cola Company claims that the beverage is sold in more than 200 countries. It is produced by The Coca-Cola Company in Atlanta, Georgia, and is often referred to simply as Coke or (in European and American countries) as cola, pop, or in some parts of the U.S., soda. Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman As a Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century.

The company produces concentrate, which is then sold to licensed Coca-Cola
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The Power of Brand Accessibility
If you were another soft drink company, you might define your competitive frame of reference as the cola market or the soft drink market or even the beverage market. But Coke thinks of its business and its market share in terms of “share of human liquid consumption.” This makes water a competitor. In fact, a Coke executive has said that he won’t be satisfied until “there is a Coca-Cola faucet in every home.” Coca-Cola’s mantra is “within an arm’s reach of desire.”
One Final Coca-Cola Fact
A recent Coca-Cola annual report reported that the second most recognized expression in the world after “ok?” is “Coca-Cola.”
Brand Equity-:

“The brand assets (or liabilities) linked to a brands name and symbol that add from a service.”

Brand equity is difficult to measure because much of it depends on consumers' perception and opinions of a brand. When a product has high brand equity they are successful at retaining their current customers by keeping them satisfied with the quality of products and service. They are also successful at attracting new customers who have heard of the brand through successful marketing or word of mouth.
Coca-Cola's brand equity is difficult to measure because they have extended their brand to include numerous products. In addition to

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