The paper "Capitalizing on the Value of a Brand Name" is a great example of a Marketing Case Study. The Coca-Cola brand declares its purpose as the mission to create value and inspire optimism and happiness through refreshing the world and making a difference (Coca-Cola® | Taste The Feeling! ). The vision for Coca-Cola notes that the brand intends to create a workplace for inspiring people while nurturing a successful network through developing productive and long term returns on the wide range of quality brands of average (Coca-Cola® | Taste The Feeling! ). Values Coca-Cola is governed by key values as: Quality Leadership Accountability Diversity Passion and integrity Audit Objectives The objective of conducting this audit was to conduct a thorough audit of aspects related to Coca-Cola as a brand (Coca-Cola® | Taste The Feeling! ).
Thus, the audit examines key internal and external processes involved in maintaining and enhancing Coca-Cola brand equity. Scope The scope of this audit was inclusive of examining the mission and vision of the brand, promise, personality and performance of Coca-Cola considering its values and position in the beverages market (Coca-cola. co. uk). Approach As noted under the scope, the audit involved retrieving documents from Coca-Cola like financial reports and publications on the brand.
Besides, interviews were conducted to collect information on brand equity and other preliminary findings. The findings were then summarized to reflect the different levels of the brand. Background on the Brand And Company Coca-Cola as a brand is produced by The Coca-Cola Company which is headquartered in Atlanta, Georgia. It is sometimes referred to as cola in European countries and parts of the United States or Coke, soda, or pop in other parts of the world (Coca-Cola® | Taste The Feeling! ). The original purpose for the brand was to be used as a patent medicine at its invention by John Pemberton and later turned to Coke by Griggs Candler becoming a dominant soft drink (Coca-cola. co. uk).
The brand has led to other drinks like Diet Coke, and other editions with lime, coffee or lemon-like rest. Figure1.0 Source: Coca-Cola® | Taste The Feeling! Consumer Analysis Coca-Cola has inculcated three major ways in its market segmentation. These include mass, differentiated and niche marketing. Of these, differentiated marketing dominates whereby Coke provides diet coke for weight-conscious consumers and regular sprite and Fanta for the average humans. Brand inventory Brand element Brand logo- Coca-Cola is presented in a distinguishing symbol of the name written in red.
Having gone through a series of changes over the years since 1886 where the logo was just a name written in black, the company has retained the name in its logo demonstrating that the effect on customers still remains the same (Staff). Having the logo on any product, therefore, allows the customers to perceive it as a Coca-Cola product implying quality and creativity. As such, the icon presents as the element of Coca-Cola’ s brand Figure2.0 Coca-Cola logo 2016 Source: Coca-Cola® | Taste The Feeling! Packaging The products for Coca-Cola are packaged in simple bottles and cans that bear unique characteristics to Coca-Cola besides being transported in crates designed specifically for the Coca-Cola bottles.
The department responsible for packaging has managed to create packaging that appeals to the consumer creating an emotional connection with them in a way that the consumers gain memorable moments while opening the bottle (Greenfield, 1942). This was also included in the logo design for Coca-Cola in 2011 whereby the company represented its celebration of 125 years of happiness by an open bottle with bubbles bursting at the bottle contour, shown in figure 3.0 Source: Coca-cola. co. uk.
and appendix 2.1 Source: Coca-Cola® | Taste The Feeling! Official Coca-Cola® US Website
Aaker, David A. "Managing Brand Equity: Capitalizing on the Value of a Brand Name." (1991).
AMA_SanAntonio, "Dr Pepper Snapple Group Branding Presentation". Slideshare.net. N.p., 2013. Web. 20 Sept. 2016.
Brick, Danielle J., et al. "“Diet Pepsi Again?” Brand Compatibility, Power and Life Satisfaction." NA-Advances in Consumer Research Volume 43 (2015).
Butler, David, and Linda Tischler. Design to Grow: How Coca-Cola Learned to Combine Scale and Agility (and how You Can Too). Simon and Schuster, 2015.
Coca-Cola® | Taste The Feeling! Official Coca-Cola® US Website. N.p., 2016. Web. 20 Sept. 2016.
Du Plessis, Charmaine. "Brand storytelling: the case of Coca-Cola's Journey Corporate Website." (2015).
European partners, Cocacola. "Coca-Cola European Partners : Employment And Diversity". Coca- Cola European Partners. N.p., 2016. Web. 20 Sept. 2016.
Forbes. "The World's Most Valuable Brands". Forbes.com. N.p., 2016. Web. 20 Sept. 2016.
Global 2000, Forbes. "The World’S Biggest Public Companies". Forbes.com. N.p., 2016. Web. 20 Sept. 2016.
Greenfield, Scott. "Giving the Global High Sign: Coca-Cola Advertising of the “American Way” in Life Magazine, 1941-1947." (2016).
Gürhan-Canli, Zeynep, Ceren Hayran, and Gülen Sarial-Abi. "Customer-based brand equity in a technologically fast-paced, connected, and constrained environment." AMS Review (2016): 1-10.
Harris, Jennifer L., et al. "Evaluating sugary drink nutrition and marketing to youth." New Haven, CT: Yale Rudd Center for Food Policy and Obesity (2011).
Hayran, Ceren, and Zeynep Gürhan-Canli. "Brand extensions." The Routledge Companion to Contemporary Brand Management (2016): 136.
Lindemann, Jan. "Brand Valuation: Identifying and Measuring the Economic Value Creation of Brands." The Definitive Book of Branding (2014): 253.
O'Reilly, Lara. "Brand Audit: Coca-Cola". Marketing Week. N.p., 2013. Web. 20 Sept. 2016.
Paugam, Luc, et al. Brand Valuation. Routledge, 2016.
"Pepsico Announces Q2 2016 Earnings". Pepsico.com. N.p., 2015. Web. 20 Sept. 2016.
Staff, Journey. "The History of The Coca Cola Logo | Our History | Coca-Cola GB". Coca- cola.co.uk. N.p., 2016. Web. 20 Sept. 2016.
Stobart, Paul, ed. Brand power. Springer, 2016.
Þãŕŷåņī, Sagar and Sarah Khan Chandio. "Coca Cola Brand Audit". Slideshare.net. N.p., 2012. Web. 20 Sept. 2016.