Brand Elements Research : Coca Cola
Brand Elements Research:
Coca-Cola
Qi Lv
R0477233
Business Economics Faculty
Prof Dr. Luk Warlop
Brand management
1. Introduction
According to Keller’s viewpoints, brand elements are those trademarkable devices that serve to identify and differentiate the brand. The main ones are brand names, URLs, logos, symbols, characters, spokespeople, slogans, jingles, packages and signage. We should consider six criteria for brand elements when building brand equity and the criteria are memorable, meaningful, likable, transferable, adaptable and protectable.
The brand elements should not only reinforce brand awareness, but also boost to form a strong and unique brand association. Keller’s concept approaches brand elements from the perspective of the consumer which is called customer-based brand equity.
Keller’s concept mainly focus on brand external factors to transmit brand impact. Now
I will evaluate the Coca-Cola’s brand elements according to the six criteria.
Brand Element
Brand names
URLs
Logos
Symbols
Characters
Spokespeople
Slogans
Jingles
Packages
Signage
Criteria
Memorable
Meaningful
Likable
Transferable
Adaptable
Protectable
Communication methods Market
&
Consumer
1.1 Memorability
A good brand not only reflects the product connotation, but also converts the product attitude and commitment to customer. Coca-Cola always regard the brand as its most important asset, the most external performance of brand are symbol and sign element.
In today′s “eyeball economy” era, consumer′s attention is very limited under the situation of massive commodity information. Brand need to attract customer’s attention in order to win in the competition. To adapt to constantly changing market conditions, Coca-Cola always adjusts the details of its brand image every few years but only change the manifestation mode not the core elements. Throughout Coca-Cola’s brand evaluation process, its symbol, logo elements can be roughly classified as a
brand name, unique curved bottle,
Coca-Cola
Qi Lv
R0477233
Business Economics Faculty
Prof Dr. Luk Warlop
Brand management
1. Introduction
According to Keller’s viewpoints, brand elements are those trademarkable devices that serve to identify and differentiate the brand. The main ones are brand names, URLs, logos, symbols, characters, spokespeople, slogans, jingles, packages and signage. We should consider six criteria for brand elements when building brand equity and the criteria are memorable, meaningful, likable, transferable, adaptable and protectable.
The brand elements should not only reinforce brand awareness, but also boost to form a strong and unique brand association. Keller’s concept approaches brand elements from the perspective of the consumer which is called customer-based brand equity.
Keller’s concept mainly focus on brand external factors to transmit brand impact. Now
I will evaluate the Coca-Cola’s brand elements according to the six criteria.
Brand Element
Brand names
URLs
Logos
Symbols
Characters
Spokespeople
Slogans
Jingles
Packages
Signage
Criteria
Memorable
Meaningful
Likable
Transferable
Adaptable
Protectable
Communication methods Market
&
Consumer
1.1 Memorability
A good brand not only reflects the product connotation, but also converts the product attitude and commitment to customer. Coca-Cola always regard the brand as its most important asset, the most external performance of brand are symbol and sign element.
In today′s “eyeball economy” era, consumer′s attention is very limited under the situation of massive commodity information. Brand need to attract customer’s attention in order to win in the competition. To adapt to constantly changing market conditions, Coca-Cola always adjusts the details of its brand image every few years but only change the manifestation mode not the core elements. Throughout Coca-Cola’s brand evaluation process, its symbol, logo elements can be roughly classified as a
brand name, unique curved bottle,