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    Brand Equity Study-Coca-Cola

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    Coca-Cola has been the most valuable brand for 13 consecutive years, with a market value of $74 billion in 2011. The Coca-Cola brand is worth more than half of its parent company's market value and 10 times its book value. Coca-Cola spends more on advertising than both Apple and Microsoft combined. It has strong brand recognition, with 94% of the world's population recognizing its red and white logo. However, Coca-Cola also faces challenges, such as ensuring quality control and managing various pricing strategies across markets.

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    Brand Equity Study-Coca-Cola

    Uploaded by

    desi
    2K views11 pages
    Coca-Cola has been the most valuable brand for 13 consecutive years, with a market value of $74 billion in 2011. The Coca-Cola brand is worth more than half of its parent company's market value and 10 times its book value. Coca-Cola spends more on advertising than both Apple and Microsoft combined. It has strong brand recognition, with 94% of the world's population recognizing its red and white logo. However, Coca-Cola also faces challenges, such as ensuring quality control and managing various pricing strategies across markets.

    Original Description:

    A presentation on Coca-Cola's Branding and International Marketing strategies

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    Coca-Cola has been the most valuable brand for 13 consecutive years, with a market value of $74 billion in 2011. The Coca-Cola brand is worth more than half of its parent company's market value and 10 times its book value. Coca-Cola spends more on advertising than both Apple and Microsoft combined. It has strong brand recognition, with 94% of the world's population recognizing its red and white logo. However, Coca-Cola also faces challenges, such as ensuring quality control and managing various pricing strategies across markets.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    2K views11 pages

    Brand Equity Study-Coca-Cola

    Uploaded by

    desi
    Coca-Cola has been the most valuable brand for 13 consecutive years, with a market value of $74 billion in 2011. The Coca-Cola brand is worth more than half of its parent company's market value and 10 times its book value. Coca-Cola spends more on advertising than both Apple and Microsoft combined. It has strong brand recognition, with 94% of the world's population recognizing its red and white logo. However, Coca-Cola also faces challenges, such as ensuring quality control and managing various pricing strategies across markets.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 11
    At a glance
    Powered by AI
    Coca-Cola is one of the most valuable brands globally and spends heavily on advertising. It has strong brand recognition and loyalty in key markets like Mexico, Chile and Panama.

    Coca-Cola is a global leader in the beverage industry with a differentiated product line. It has strong brand recognition and loyal customers around the world.

    Coca-Cola actively engages consumers through campaigns like 'Share a Coke' and builds emotional connections around ideas of fun, community and shared experiences.

    Brand equity study

    Overview
    Leader in the beverage industry
    Most valuable brand for 13 consecutive years; currently
    #3, after Apple and Google (Interbrand Best Global
    Brands, 2013)
    The Coca-Cola brand is worth more than half the market
    value, and a staggering 10 times the book value, of its
    parent company (Ivey Business Journal, 2001)
    Coca-Cola spends more money on advertising than
    Microsoft and Apple combined (Business Insider, 2011).

    In 2011 it had a market value of about $74 billion, which is


    more than Budweiser, Starbucks, Red Bull and Pepsi combined
    (Business Insider, 2011).

    >

    http://www.businessinsider.com/facts-about-coca-cola-2011-6?op=1
    http://www.interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013-Brand-View.aspx
    http://iveybusinessjournal.com/topics/the-organization/brand-equity-capitalizing-on-intellectualcapital#.UnJwXvmmiEM

    Brand Salience
    Beverage industry

    The red and white Coca-Cola


    logo is recognised by 94% of
    the world's population
    (Business Insider, 2011).

    Coca-Colas
    Mantra- 3Ps
    Preference
    Pervasive
    penetration
    Line extension user
    http://www.businessinsider.com/facts-about-coca-cola-2011-6?
    profiles

    Price relative to
    value

    op=1#ixzz2jPRwUs6C
    http://resources.alibaba.com/topic/800263843/What_is_3P_theory_.ht
    m

    Brand Performance
    Pricing

    Product
    Caffeine
    characteristics
    content
    Flavour

    Lower price point for price sensitive markets


    Face competition and raise brand awareness
    Gaining position in the market
    Charging a premium compared to competitors
    Offering on-pack promotions with the aim of meeting objectives and
    increasing sales

    A bottle which a person could


    recognize even if they felt it in the
    dark, and so shaped that, even if
    broken, a person could tell at a glance
    http://fr.scribd.com/doc/46403814/Coca-Cola-CBBE-Model
    what it was. (The Coca-Cola
    http://www.coca-colacompany.com/our-company/history-ofCompany)
    bottling#TCCC

    Other pricing
    strategies
    Segmented
    International
    Psychological

    Brand Imagery
    History, heritage,
    experiences

    Celebrations Family
    orientation
    Fun
    United generations
    Sharing happiness Sense of
    Share a Coke
    community
    campaign
    Excitement
    http://google.com/images

    Consumer Feelings

    of servings per person in 2012

    Warmth

    Top 3 user
    countries have
    similar cultural
    dimensions

    Fun

    Excitement

    USA

    401

    Panama

    416

    Chile

    486

    Mexico

    745

    0 100200300400500600700800
    The United States actually ranks No. 4 with
    401 servings per person in 2012 according to
    Coca-Cola's annual review book (USA Today,
    2013). 100
    50

    3023
    11

    0
    Individualism

    Mexico
    Chile
    Panama

    http://www.usatoday.com/story/money/markets/2013/10/21/six-things-you-may-not-know-aboutcoca-cola/3144243/
    http://geert-hofstede.com/mexico.html
    http://google.com/images

    Consumer Judgements
    Superiority
    Considerati
    on
    Quality

    The Belgian Government has


    banned the sale of all Coca-Cola
    drinks following more reported
    cases of poisoning across the
    country (BBC News, 1999).

    http://news.bbc.co.uk/2/hi/business/369089.stm
    http://google.com/images

    Consumer-Brand
    Resonance
    Loyal
    customers

    Coca-Cola Value in US billion


    100 68.7 70.4
    71.8 77.8 79.2
    50
    0

    828686

    100
    80
    60
    40
    20
    0
    Uncertaintly avoidance

    Mexico
    Chile
    Panama

    2009 2010
    2011 2012
    2013
    Source: Interbrand Global Brands,
    2013

    http://geert-hofstede.com/mexico.html
    http://www.interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013-Brand-View.aspx

    Consumer-Brand
    Resonance

    Active
    engagement

    http://www.coca-colacompany.com/brands/coca-cola/

    Strengths and
    challenges
    + Leader in the beverage
    industry
    + Differentiated product line
    + Active engagement

    Pricing strategy
    - Quality control

    References
    Alibaba Trade Forums, 2010.What is 3P theory? [online] Alibaba Trade Forums. Available at:
    http://resources.alibaba.com/topic/800263843/What_is_3P_theory_.htm [Accessed 05 November 2013].
    BBC News, 1999. Belgium bans Coca-Cola. [online] BBC News. Available at:http://news.bbc.co.uk/2/hi/business/369089.stm [Accessed 05
    November 2013].
    Bhasin, K., 2011.15 Facts About Coca-Cola That Will Blow Your Mind [online] Business Insider. Available at:
    http://www.businessinsider.com/facts-about-coca-cola-2011-6?op=1 [Accessed 05 November 2013].
    Bias, W., 2013.Six things you may not know about Coca-Cola.[online] USA Today. Available at:
    http://www.usatoday.com/story/money/markets/2013/10/21/six-things-you-may-not-know-about-coca-cola/3144243/[Accessed 05
    November 2013].
    Euromonitor, 2013.Coca-Cola Enterprises Ltd in Soft Drinks (United Kingdom). [online] Euromonitor. Available at:
    https://www.portal.euromonitor.com[Accessed 05 November 2013].
    Interbrand, 2013. Best Global Brands 2013 [online] Interbrand. Available at:
    http://www.interbrand.com/en/best-global-brands/2013/Coca-Cola [Accessed 05 November 20113].
    Keller, L.R., 2007, Strategic brand management, Upper Saddle River, NJ: Pearson
    Keller, L.R., 2009, Building strong brands in a modern marketing communication environment, Journal of marketing communication, Vol.
    15, pp. 139-155
    Kohli, C. , Leuthesser, L., 2001. Brand equity: capitalizing on intellectual capital, Ivey Business Journal [online] Ivey Business Journal.
    Available at: http://iveybusinessjournal.com/topics/the-organization/brand-equity-capitalizing-on-intellectual-capital#.UnJwXvmmiEM
    [Accessed 05 November 2013].
    Palod, S., Coca-Cola CBBE Model. [online] Scribd. Available at: http://fr.scribd.com/doc/46403814/Coca-Cola-CBBE-Model [Accessed 05
    November 2013].
    The Coca-Cola Company, 2013.History of Bottling [online] The Coca-Cola Company. Available at:http://
    www.coca-colacompany.com/our-company/history-of-bottling [Accessed 05 November 2013].

    www.coca-colacompany.com/brands/coca-cola/
    www.google.com/images
    www.geert-hofstede.com/mexico.html

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