Hkjg

Only available on StudyMode
  • Download(s) : 60
  • Published : April 17, 2013
Open Document
Text Preview
Brand Equity of Coca Cola
Introduction
Based on Interbrand's best global brand 2012, Coca-Cola was the world's most valuable brand. In 2012, Coca Cola holds a current brand value of $77 billion which increase 8% from 2011 and reaches consumers in over 200 countries, making it the best-known product in the world. (http://www.interbrand.com/en/best-global-brands/2012/Coca-Cola)

Salience Dimensions

"Coca-Cola. A name that is more universally recognized than any other in the world. That’s the power of Coca-Cola’s brand. Some will say it’s the flavor, but for millions, it’s the way Coca-Cola makes them feel. " - Interbrand If a brand's value is to be judged by the ease with which it can be recalled, then Coca Cola's marketing campaign wins hands down as it is the first thing that comes to mind when someone thinks of a soft drink. People are aware of Coke when they feel thirsty or want a refreshing cold fizzy drink .

Performance Diemensions
availability and good segmentation
very innovative communication
strong availability
recongnition around the world
distribution channels/ tools
Imagery Dimensions
Coca Cola use red colour as the main package which is very attractive. When customor open the referfriter in conveninece store , it must be attract by Coca Cola first. Coca Cola give people a refreshing and kind image because red mean warmth but inside in cool. In additional, the mission of Coca Cola are refresh the world, inspire moments of optimism and happiness,create value and make a difference.Hence, it present image to customers is happiness,fun,sharing with familyand friends. Judgment Dimensions

Leader
very strong band
identification
loyalty
perference
Feeling Dimensions
Coca Cola give customers a feeling of attachment, pleasure, happiness and belonging to a community. Resonance Dimensions
Frequency and amount of repeat purchases. People purchasing Coca Cola will never substitute it with Pepsi . They will buy this brand whenever they...
tracking img