Brand Management Assignment
- Brand Identity is the outward expression of the brand, what the organization wants the brand to be.
Chosen Brand – coca cola
Brand Identity – To craft the brands and choice of drinks that people love, to refresh them in body & spirit.
- Identification of brand associations (interview 5-10 customers and note the associations)
CUSTOMER I
Coca-Cola always shares the happiness
At Coca-Cola their definition is just a little bit simpler. Happiness to us is anything that can bring a smile to someone’s face. We’re in the business of spreading smiles and opening happiness every day across the world. We know we might not change the world over night, but if we can add just a few smiles to the world then we’ve done our job”.
CUSTOMER II
Coca-Cola is Consistent
“It is a mission at Coca-Cola to refresh and completely satisfy the world. They will give and provide supreme quality for an affordable price. They will be consistent in and true in what we do well. It is their mission to fill hearts with joy and happiness to make a difference across the globe. They will work to our potential and always seek out the best in everything we do.”You can see that Coca-Cola is consistently maintains the quality of its products over the years.
CUSTOMER III
Coca-Cola is had contour bottle
Coca-Cola bottle is specifically designed to save her coke with design will not be outdated. Distinctiveness contour bottle has an easy grip handle and recognizable. It aims to make it easier for consumers to drink straight from the bottle and felt the cold temperature. When opened, the sensation of sound pop bottle cap and caramel aroma sensation of Coca-Cola, until freshness while drinking
CUSTOMER IV
Coca-Cola is having a lot of kind beverages
Coca-Cola wanted to be in all countries, so Coca-Cola Company creates a wide range of products that are tailored to the preferences of the country.
CUSTOMER V
Different Innovative Flavors
Based on the above associations, write the brand image in one sentence For their freshness fix, which starts flowing their refreshens, people from all over the world are lining up and for the Coca cola experience.
- Identify of the brand relationship
3.1Familiarity:
Coca Cola is one of the most familiar products in the world. And is one of the largest selling soft drinks from the past. Coca Cola was introduced as a soda fountain beverage in the beginning.
3.2Quality:
Maintaining product quality is a priority for beverage companies. In case of Coca Cola, there had been a breach of the safety norms that may have led to the disastrous outcome. However, beverage companies must ensure that carbonated bottled drinks are prepared such that they are safe for human consumption. To maintain this quality, they must follow certain procedures and meet certain standards that are carried out at various factories
3.3 Consideration:
By virtue of its taste, quality, creative approaches, and flavor’s, Coca cola has developed a strong brand identity throughout the years. They have a system in place that is based on consistency. Concerning international expansion, pricing could be challenging. The corporation needs to concentrate on the nation they are entering and think about cutting prices to fit their economy. It has introduced a wide variety of items in different flavors and sizes to suit various customer needs according to the geographical locations. With other rival brands, customers couldn't find this to the same degree.
3.4Preference:
Its target market consists of urban, affluent, and frequently on-the-go white collar professionals who want to bring their coke fix to work. Both male and female consumers are present, and most of them are between the ages of 25 and 45.
3.5 Affirmation (WTR, WTP):
While you enjoy the signature coke taste and quality of coca cola, the words of affirmation will set the tone for a positive day ahead.
- Based on the gap between identity and image, relationship, suggest corrective in terms of marketing mix strategy (just indicative and cannot begeneralized)
IDENTITY GAP
- Actual identity
- Brand look and feel is synonymous across chains, except for a few urban locations, making it feel uninspired and commercial.
- It must be accepted that baristas are people, not simply tools.
- Each partner has a personality
2 Conceived Identity
- Menu synonymous across all the stores across the globe
. 3 Desired Identity
- I live to inspire and nurture the human spirit-one person, one coke, and one neighborhood at a time.
- We have always believed the way to build a great enduring company is to strike a balance between profitability and a social conscience.
4 Ideal Identity
- Reclaim the high-end international feel of coke.
- Keep menu options manageable.
- Consider localized product offerings and events.
