Brand Value Pyramid for Coke
Assignment 1
Brand Management
08/03/13
Submitted by
Mehvash Zameer
Brand Association Questions:
The answer to brand association questions were taken from 5 very loyal customers of coke. Following is a cumulative response to the questions: 1. First thing that comes to mind with Coke: * Energy * Awake * The color Red * The bottle * Drink
2. Strengths and weaknesses of the brand: Strengths | Weaknesses | Taste | Not easily available everywhere | Strength | Brand extensions have created confusions | Instant rejuvenation | Does not come in a buddy pack | Goes well with chips, pizza and burger | Feeling of burping after drinking | Good taste | | Good advertisements | | Easily available | |
3. Factors contributing to perceptions of these strengths and weaknesses: * The shopping experience * Availability issue * The taste of the brand * Eating * Personal experience with the brand
4. Brands considered before buying Coke: * Pepsi * Sprite
5. Perceptions of other brands considered: Pepsi | Sprite | Strong as compared to coke | No caffeine | Sweeter in taste | Expensive for quality of drink given | Has more gas in it | Bubbly flavor | Taste is a weakness | |
6. Why to choose Coke? * Because of the taste * Gives strength * As substitute for Pepsi
7. Has coke met your expectations and needs:
Yes
8. Benefits that coke has provided : * Good taste * Sense of satisfaction * Sense of being alive
9. Experience with the brand before you made the purchase...as you used the product...after you used it? * Good * Excellent in all phases
10. Exactly what you bought when you purchased our product or service : * Coke and chips * Taste * Satisfaction * Energy
11. When describing our brand to another potential buyer, how would you describe it? * Great taste * Better than Pepsi * Extremely useful as a drain opener * Extremely good to have with chips
Brand Management
08/03/13
Submitted by
Mehvash Zameer
Brand Association Questions:
The answer to brand association questions were taken from 5 very loyal customers of coke. Following is a cumulative response to the questions: 1. First thing that comes to mind with Coke: * Energy * Awake * The color Red * The bottle * Drink
2. Strengths and weaknesses of the brand: Strengths | Weaknesses | Taste | Not easily available everywhere | Strength | Brand extensions have created confusions | Instant rejuvenation | Does not come in a buddy pack | Goes well with chips, pizza and burger | Feeling of burping after drinking | Good taste | | Good advertisements | | Easily available | |
3. Factors contributing to perceptions of these strengths and weaknesses: * The shopping experience * Availability issue * The taste of the brand * Eating * Personal experience with the brand
4. Brands considered before buying Coke: * Pepsi * Sprite
5. Perceptions of other brands considered: Pepsi | Sprite | Strong as compared to coke | No caffeine | Sweeter in taste | Expensive for quality of drink given | Has more gas in it | Bubbly flavor | Taste is a weakness | |
6. Why to choose Coke? * Because of the taste * Gives strength * As substitute for Pepsi
7. Has coke met your expectations and needs:
Yes
8. Benefits that coke has provided : * Good taste * Sense of satisfaction * Sense of being alive
9. Experience with the brand before you made the purchase...as you used the product...after you used it? * Good * Excellent in all phases
10. Exactly what you bought when you purchased our product or service : * Coke and chips * Taste * Satisfaction * Energy
11. When describing our brand to another potential buyer, how would you describe it? * Great taste * Better than Pepsi * Extremely useful as a drain opener * Extremely good to have with chips