Brand Audit of Coca Cola
Brand Audit
Coca-cola
In partial fulfillment of the
Requirements for the degree of
BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION
Submitted by:
Santiago, Kevin DJ
March 2011
I. Consumer focused sources of procedures to:
-Assess the health of the brand Coca cola has been top in the market for the last decade or even 2 decades. But can coca cola maintain their top level in the market?
One of the great marketing legend of coca cola is their bottle. That famous bottle was designed so that no matter how many pieces it might be smashed into, each piece would be recognizable as having once been part of a Coca-Cola bottle. What do I mean by that? Even if the logo was removed, or even not recognizable, still Coca cola will be recognizable because of their bottle. Coca cola managed to involve every communications element in brand message, that translated every design detail, text inclusion, color scheme, and so on as meaningful contributors to your brand's consistent message. In theory, your logo should no longer be necessary to identify the brand.
-Turnover sources of brand equity
Price Premium-
Coca-Cola is known for being slightly more expensive then other brands of carbonated soft drinks. Compared to Pepsi, Mountain Dew, Marinda, RC, POP etc., it is clear the Coca-Cola do indeed charge a price premium their brand. Coca-Cola drinks ware more expensive per 100ml then any other brands of soft drinks available in store.
Market Leadership-
Coca-Cola also owns more than half of the world’s beverages and sells over 1 billion bottles per day. This proves that Coca-Cola is without a doubt the market leader for soft drinks not only in the Philippines, but in the rest of the world
Satisfaction/ Loyalty-
As far as loyalty is concerned, Coca-Cola spends Millions of Rands every year on advertising to ensure that their customers remain interested in their products. 75% of people who purchase Coca-cola products are loyal customers who would choose their
Coca-cola
In partial fulfillment of the
Requirements for the degree of
BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION
Submitted by:
Santiago, Kevin DJ
March 2011
I. Consumer focused sources of procedures to:
-Assess the health of the brand Coca cola has been top in the market for the last decade or even 2 decades. But can coca cola maintain their top level in the market?
One of the great marketing legend of coca cola is their bottle. That famous bottle was designed so that no matter how many pieces it might be smashed into, each piece would be recognizable as having once been part of a Coca-Cola bottle. What do I mean by that? Even if the logo was removed, or even not recognizable, still Coca cola will be recognizable because of their bottle. Coca cola managed to involve every communications element in brand message, that translated every design detail, text inclusion, color scheme, and so on as meaningful contributors to your brand's consistent message. In theory, your logo should no longer be necessary to identify the brand.
-Turnover sources of brand equity
Price Premium-
Coca-Cola is known for being slightly more expensive then other brands of carbonated soft drinks. Compared to Pepsi, Mountain Dew, Marinda, RC, POP etc., it is clear the Coca-Cola do indeed charge a price premium their brand. Coca-Cola drinks ware more expensive per 100ml then any other brands of soft drinks available in store.
Market Leadership-
Coca-Cola also owns more than half of the world’s beverages and sells over 1 billion bottles per day. This proves that Coca-Cola is without a doubt the market leader for soft drinks not only in the Philippines, but in the rest of the world
Satisfaction/ Loyalty-
As far as loyalty is concerned, Coca-Cola spends Millions of Rands every year on advertising to ensure that their customers remain interested in their products. 75% of people who purchase Coca-cola products are loyal customers who would choose their