What Are the Critical Success "Branding Strategies” of the Most Powerful Global Brand?: the Case of Coca-Cola

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Synopsis

This study aims to examine the concept of branding strategy in particular; the case study of Coca-Cola’s branding strategy. This includes the notion of brand positioning, brand name selection, brand protection, corporate social responsibility, brand sponsorship, brand development. In later steps, Coca-Cola’s good practices regarding these branding strategies are further analyzed and pointed out. Accordingly, the results provided the answers for the research questions in this study by revealing the critical successful factors in terms of the branding strategies which underpin the prosperous of the Coca-Cola brand. The benefits of endeavour in branding strategy are worth the perspiration in that it aids Coca-Cola to enhance its brand recognition, boost its brand image, encourage brand awareness, create strong brand loyalty, add more to its brand equity, and most importantly help sustain its role of being the most recognized global brand in the world. Following in the conclusion part, a number of traits regarding what constitutes a successful brand, have been indentified namely; recognition, uniqueness, consistency, and innovativeness. The implication of the findings derived from Coca-Cola brand case study can, to a certain extent, serve as a useful guideline for building, assessing or improving a brand, if it were to pursue a superlative brand position in the global market which akin to the accomplishment of Coca-Cola brand.

List of contents

Synopsis……………………………………………………………………………….………I Acknowledgement……………………………………………………………………….…..II Table of Contents………………………………………………………………………….…III Table of Illustrations………………………………………………………………………...V Chapter 1: Introduction………………………………………………………………….….1

1.1 Introduction and Research overview……………………………………….1
1.2 Why Coca-Cola brand?.............................................................................1
1.3 Aims and Objectives………………………………………………………….3
1.4 Research questions……………………………………………………..…...3 Chapter 2: Literature Review………………………………………………………………4
2.1 What is a brand?.......................................................................................4
2.2 Why brand is so important?.......................................................................5
2.3 Branding Strategy Framework………………………………………………7
2.3.1 Brand positioning………………………………………………………….7 2.3.2 Brand name selection…………………………………………………….9 2.3.3 Brand protection…………………………………………………………..9 2.3.4 The Role of Corporate Social Responsibility in Branding……………10

2.3.5 Brand sponsorship…………………………………………………….....10 2.3.6 Brand development………………………………………………………11 Chapter 3: Methodology……………………………………………………………………12
3.1 Presentation of Methods…………………………………………………….12
3.2 Rationale of Methods………………………………………………………..13 Chapter 4: Data Analysis and Discussion………………………………………………14
4.1 Coca-Cola brand……………………………………………………………..14
4.2 Coca-Cola’s Brand Positioning…………………………………………......14
4.2.1 Good Practices of Coca-Cola’s brand positioning…………………….16
4.3 Corporate Social Responsibility of Coca-Cola brand…………………….17 4.3.1 Good Practices of Coca-Cola’s Corporate Social Responsibility……19
4.4 Brand name selection……………………………………………………….19
4.4.1 Good Practices of Coca-Cola’s brand name selection ......................20
4.5 Brand protection……………………………………………………………..20
4.5.1 Good Practices of Coca-Cola’s brand protection……………………..21 4.6 Brand sponsorship……………………………………………………………23
4.6.1 Good Practices of Coca-Cola’s brand sponsorship …………………..23
4.7 Brand development…………………………………………………………..25
4.7.1 Good Practices of Coca-Cola’s brand development……………….....26 Chapter 5: Conclusions…………………………………………………………………….28
5.1 Delimitations and ideas for future...
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