brand audit of CocaCola
BRAND AUDIT REPORT 2012
Submitted To: Sir Goher Raza Submitted by:Sagar Paryani and Sarah khan Chandio
Dated: 15-12-2012
By BBA-7
TABLE OF CONTENTS PAGE # TABLE OF CONTENTS.................................................................................................... 2
CHAPTER 1 BRAND INVENTORY
1.1 INTRODUCTION ........................................................................................................... ...3
1.2 BRAND ELEMENTS ......................................................................................................... 4
1.3 MARKET SEGMENTATION...........................................................................................5
1.4 SUPPORTED MARKET PROGRAMS..........................................................................5-6
1.5 POPS AND PODS.................................................................................................................7
1.6 BRAND MANTRA......................................................................................................... …..7
1.7 BRAND PORTFOLIO..........................................................................................................7 1.8: Organizational culture and people development.................................................... 8
CHAPTER 2 BRAND EXPLORATORY 2.1: Brand Attributes.............................................................................................................9 2.2 Coke Brand Knowledge............................................................................................10
2.3:Brand Association ..................................................................................................... 11
2.4: PROMISE OF COKE........................................................................................... 12
Submitted To: Sir Goher Raza Submitted by:Sagar Paryani and Sarah khan Chandio
Dated: 15-12-2012
By BBA-7
TABLE OF CONTENTS PAGE # TABLE OF CONTENTS.................................................................................................... 2
CHAPTER 1 BRAND INVENTORY
1.1 INTRODUCTION ........................................................................................................... ...3
1.2 BRAND ELEMENTS ......................................................................................................... 4
1.3 MARKET SEGMENTATION...........................................................................................5
1.4 SUPPORTED MARKET PROGRAMS..........................................................................5-6
1.5 POPS AND PODS.................................................................................................................7
1.6 BRAND MANTRA......................................................................................................... …..7
1.7 BRAND PORTFOLIO..........................................................................................................7 1.8: Organizational culture and people development.................................................... 8
CHAPTER 2 BRAND EXPLORATORY 2.1: Brand Attributes.............................................................................................................9 2.2 Coke Brand Knowledge............................................................................................10
2.3:Brand Association ..................................................................................................... 11
2.4: PROMISE OF COKE........................................................................................... 12
References: Appendex Slogans, 1886 - 2011 in America "Be really refreshed" (1961) "Things go better with Coke" (1964) "It 's the real thing" (1972) "Coke adds life" (1977) "Smile. Coke adds life" (1980) "Coke is it!" (1982) "You Can 't Beat the Feeling" (1987) "Live on the Coke side of life" (2008) "Real taste. Uplifting refreshment" (2009) "Open Happiness" (2011) "Share A Coke" (2011) Spain