Brands Modern Culture Over the years, marketing activities have focused on the implication of branding in product performance within different markets. This paper analyzes Coca-Cola Company to differentiate between a brand and a product. Coca Cola’s brand stands for the promise, values, experience, customer and feelings associated with the brand’s provocation through the story. The elements in the statement comprise of products and service brands. It is a collection of the tangible and intangible elements linked to services, products, or the firm in wholesome. The concert also gives Coca Cola’s brand meaning through relevance to the target customers.
Companies work towards suggesting and influencing customer predispositions and perceptions to buy products (soft drinks) through the branding strategies. Coca-Cola has defined the boundary between its product and brand despite the complexities within (Fabbi, 2011). Definition of product brands on Coca Cola’s side involves components that work together in reinforcing desired brand perceptions. This includes brand positioning, brand story, brand promise, and brand values. Coca Cola’s product brands have similarities in the goals they stand for which is a meaningful experience for the audiences and require consistency in the manner in which reflections and presentations are made.
Consistencies are important aspects of brand and product marketing. Coca Cola’s customers experience such values and emotions based on their respective interactions with the products and services. The entrenched values build on trust, expectations and values with relevance to stated experiences each time (Estelami, 2009). There are differences between product and brands in Coca-Cola. One of the apparent differences is the inherent nature of the representation of the brands. Products and service brands at Coca-Cola are developed through marketing and branding campaigns while shaping customer perceptions.
Personal brands have deliberate choices from people owning the brand. In Coca-Cola does marketing, soft drink products are things that are offered to markets constitute potential customers’ satisfaction of wants and needs. In business, products are goods, artifacts and services that have the variability of being bought and sold. Coca Cola’s brand is a name, symbol, logotype and graphic identity that permit effective identification of the company, service or product from industry competition (Fabbi, 2011). Coca-Cola creates emotional responses within the hearts and minds of the customer base.
Coca Cola’s brand offers identity to the product and is generated around perceptions of the product. It is a representation of the initial differentiators of products within highly and crowded competitive markets. Coca Cola’s products are presented to consumers while the brand is created within the individual’s minds. The focus upon which brands and products are confused with other aspects of good product is an embodiment of characteristics that the brand stands out in soft drink markets (Estelami, 2009). Products and brands in Coca Cola go together as consumers buy products with an expectation of having complete and positive brand experiences while contributing towards consumer perception.
The attainment of their expectations allows for exploration of alternative products for the brand in relation to trust built between the brand and consumer (Hugh, 2012). Further, another difference between Coca Cola’s product and its brand is that most of the products may face obsolescence after a while. However, brands are developed through consumers’ expectations, experiences, and perceptions. Coca Cola’s products have minimal emotional involvement meaning that the products are easily replaced.
For instance, consumers may alter consumption of soda to a packet of milk only because milk is fresh and has higher fat percentage. Products have a meaningful impact, but a brand’s meaningfulness takes more time to create (Hiebing, Cooper & Wehrenberg, 2011). The case of Coca-Cola supports this statement as the first launching was a normal product (soft drink). However, people came to realize that the Coca-Cola product helped them in quenching their thirst and boosting their energy quickly. People used the products and realized the impacts to their lifestyles and emotional satisfaction.
Peoples continue experiencing good relations with Coca-Cola, and they have developed thoughts of a reliable product. For consumer marketing, brands provide primary differentiation points between the competitive offerings. In such case, they are critical to achieving success of firms. It is critical that management of such brands has a strategic approach. The absences of effective dialog across functions that are disparate of the philosophy as well as the compatible and common application of terminology are barriers to strategic management in the organizations (Fabbi, 2011).
This is evident within organizational marketing and accounting functions. The article establishes the relationships of branding constructs and concepts while providing frameworks and vocabulary aiding effective communication of functions of marketing and accounting. Assumptions of the article include requisite communication of functions in Coca-Cola aiding strategic management. The brand equity model in management is offered. Performance measures at Coca-Cola encourage decisions while promoting the long-term persistence of the brand while considering better measures that perceive strategic decision making as a dual-goal (Hiebing, Cooper & Wehrenberg, 2011). One of the significant benefits of taking up brand value includes the performance measure through creation of long-term management focus.
In case brand strength offers a high level of attachment to the brand, brand value allows for performance along future earnings for certain brands with higher brand strength and brand value. Managers for the Coca-Cola brand direct and control the maximization concepts of brand strength and value. Natural long-term outcomes from the case lead to increased profitability (Hugh, 2012). The industry segments, has Coca-Cola product management efforts chiefly concerned with the channel and distribution management.
Distribution offers an integral component of the products. The approach allows for major assignments through special fielding of products on a repeat-purchase. It is possible to achieve a life-blood for Coca-Cola while consuming most of the product management time. Advertising creates a major weapon in the product's armory through aiding product management communicates to prospective consumer. This is a part of the conviction and enthusiasm that the customers feel about their products (Hiebing, Cooper & Wehrenberg, 2011). Major decisions such as fixing advertising appropriation, choice of media, nature of sales messages, and evaluation of the brand and product management is important.
This involves having to work continuously and closely with advertising agencies. Coca Cola’s product refers to the goods offered by the organization with the aim of satisfying the want, demand, and need for certain individuals and market. Branding in the soft drink industry refers to the differentiated sets of activities within the organization while carrying out images of Coca-Cola in the prospective users and buyers. Brands are things that the consumers feel. The intangible and emotional aspects that people relate to can be any symbol, or the name that has the history, value and can recognized by people.
Branding for us is based on the symbol as well as ability to communicate the message of Coca Cola and what the firm associates itself with (Hugh, 2012). Products are things that provide merely functional benefits such as the soft drinking quenching thirst and are the difference between products and brands. Ability to communicate personalities of consumers using the symbol is a beneficial element. Coca-Cola builds on different factors within corporate and brand images. Corporate images focus on the firm’s qualities of trusted, profitable, innovative, well-managed, quality-driven and customer-focused.
The qualities build confidence for prospects and customers while convincing them that Coca-Cola is a dependable supplier. Even as corporate image has less relevance to consumer markets, Coca-Cola seeks to differentiate itself by emphasizing on the corporate qualities. Consumer markets are environments that Coca-Cola focuses on the budgets and promote brands as compared to the company name (Fabbi, 2011). The goal includes building consumer preference among brands based on continuous marketing and advertising campaigns.
Business-to-business transactions are equally important with the marketing of Coca Cola based on corporate communications. This paper concludes that, the image and role of Coca Cola’s marketing are different from one franchise to another. For the consumer product company, marketing offers a traditional performance approach to branding. Coca-Cola follows a modernized marketing model that has close-writing to marketing plans based on the overall implementing and planning of the marketing Ps (place, promotion, price, and product). The high-tech company considers product management as an important intermediary between customers and engineering. Coca-Cola plays a dual role in translating all customer needs through technology requirements while smoothing out rough edges from raw products through R&D. References Estelami, H., (2009) Marketing Turnarounds: A Guide to Surviving Downturns and Rediscovering Growth.
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