Coca-Cola Brand Management Analysis
Coca-Cola Brand Management Analysis
CONTENT
A world wide brand –Coca-Cola 3
Coca-Cola Recognition 3
The Other Side of Coke 4
Coke associations (good and bad) 4
Market positioning for Coca-Cola 5
Positioning strategy: Global is Out, Local is In 5
Increase the brand equity method 6
Advertising 7
Find big global partner 7
Sponsorship 7 sponsorship for sport: 8
Sponsorship for recreation: 8
Communications & Public Relations 9
In mass media 9
Main competitors in the world 9
Appendix 11
Reference books 11
Reference Websites 11
Brand portfolio and history 12
A world wide brand –Coca-Cola
Coca-Cola is a type of carbonated soft drink sold in stores, restaurants and vending machines in more than 200 countries. It is produced by The Coca-Cola Company and is often referred to simply as Coke.
The Coca-Cola Company is the world’s largest beverage company. Along with Coca-Cola, recognized as the world’s most valuable brand, The company actually produces concentrate, which is then sold to various licensed Coca-Cola bottlers throughout the world. The bottlers, who hold territorially exclusive contracts with the company, produce finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola in cans and bottles to retail stores and vending machines. Such bottlers include Coca-Cola Enterprises, which is the largest single Coca-Cola bottler in North America and Western Europe. The Coca-Cola Company also sells concentrate for fountain sales to major restaurants and food service distributors.
The Coca-Cola Company has, on occasion, introduced other cola drinks under the Coke brand name. The most common of these is Diet Coke, which has become a major diet cola. However, others exist, including Diet Coke Caffeine-Free, Cherry Coke, Coca-Cola Zero, Vanilla Coke and special editions with lemon and with lime and even with coffee.
Coca-Cola
CONTENT
A world wide brand –Coca-Cola 3
Coca-Cola Recognition 3
The Other Side of Coke 4
Coke associations (good and bad) 4
Market positioning for Coca-Cola 5
Positioning strategy: Global is Out, Local is In 5
Increase the brand equity method 6
Advertising 7
Find big global partner 7
Sponsorship 7 sponsorship for sport: 8
Sponsorship for recreation: 8
Communications & Public Relations 9
In mass media 9
Main competitors in the world 9
Appendix 11
Reference books 11
Reference Websites 11
Brand portfolio and history 12
A world wide brand –Coca-Cola
Coca-Cola is a type of carbonated soft drink sold in stores, restaurants and vending machines in more than 200 countries. It is produced by The Coca-Cola Company and is often referred to simply as Coke.
The Coca-Cola Company is the world’s largest beverage company. Along with Coca-Cola, recognized as the world’s most valuable brand, The company actually produces concentrate, which is then sold to various licensed Coca-Cola bottlers throughout the world. The bottlers, who hold territorially exclusive contracts with the company, produce finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola in cans and bottles to retail stores and vending machines. Such bottlers include Coca-Cola Enterprises, which is the largest single Coca-Cola bottler in North America and Western Europe. The Coca-Cola Company also sells concentrate for fountain sales to major restaurants and food service distributors.
The Coca-Cola Company has, on occasion, introduced other cola drinks under the Coke brand name. The most common of these is Diet Coke, which has become a major diet cola. However, others exist, including Diet Coke Caffeine-Free, Cherry Coke, Coca-Cola Zero, Vanilla Coke and special editions with lemon and with lime and even with coffee.
Coca-Cola