Coca Cola and the notion of brand equity

Résumé du document

Coca Cola Company is the brand the most famous in the planet, recognized by more than 94% of the world's population. It's also one of the most important manufacturer, marketer and distributor of beverage products, including soft-drink, orange juice, water, sports drinks, tea and energy drinks. The Coca Cola product was invented in May 1886 by a pharmacist John S. Pemberton in Atlanta, Georgia. The headquarters are still situated in Georgia but the company is present approximately in all the countries.

Coca Cola is represented in more than 200 countries with 400 different brands. The Giant sells more than 3000 different products around the world; the main brands are Coca Cola, Fanta, Sprite, Nestea, Diet Coke; it's also present in the fruits juice sector with brands like Minute Maid. However, the brand is really well-known for his flagship product: "Coca Cola" which is a mixture of carbonated water, Kola' nuts and Cola' syrups. This product made his popularity and success. Coca Cola Enterprises' employs more than 92 400 persons in all the continents. In this essay I will demonstrate you, how will it be possible to adapt this theory to an international brand.

Extraits

[...] In other words, people trust in Coca-Cola for their brand image and their product's quality. Years of image and brand building have permitted to develop a company recognized for his high quality, but not only for his objective quality. The perceived quality is another factor which permits to Coca-Cola to increase their sales and market share against the main competitors. Effectively, the company is perceived as a trust and recognized company, the Coca-Cola's products are guaranteed. As an example, if you are in a developing countries, you will more trust in Coca- Cola' s beverages than in tap water. [...]

[...] References Article: African Journal of Marketing Management Vol. pp. 109-121 July http://www.thecoca-colacompany.com/ 2. http://www.mediapost.com/publications/?art_aid=113685&fa=Articles.showArti cle 3. http://www.prodimarques.com/sagas_marques/coca-cola/coca-cola.php 4. http:/ww/money.cnn.com/magazines/fortune/fortune_archive/1985/08/05/66245/ index.htm 5. http://www.ezinearticles.com/?Measuring-Brand-Equity-With-Coca-Cola- Products&id= http://www.cokecce.com/pages/homeContent.asp 7. http://www.brandchannel.com/features_profile.asp 8. http://www.lefigaro.fr/societes/2009/08/19/04015-20090819ARTFIG00238- pourquoi-coca-cola-s-appelle-coca-cola-.php/ 9. http://www.finance.mapsofworld.com/brand/value/development-strategy-coca- cola.html 10. [...]

[...] Effectively, they managed to make a name on the international scene; Coca- Cola became the most popular brand around the world; with the help of his name, logo and slogans. These factors permitted to be remembered and recognized by everyone and to impose the different values of the company. Advertising is a key factor of the success's company; it has permitted to develop his notoriety and to become the world's leader in the beverage market. Innovation is another factor which has facilitated to the Giant to stay at the first place, by adapting, creating new products in function of the consumers' needs and expectations. [...]

[...] In this essay I will demonstrate you, how will it be possible to adapt this theory to an international brand. To start, I will explain you the development of the brand identity; then we will talk about the Coca-Cola's brand awareness. To continue, I will expose how the company built his loyalty and to finish we will see the Coca-Cola's perceived quality. The American's company enjoys the power of recall and recognition that they have around the world. Coca-Cola has created his brand identity with a name, a logo and slogans. [...]

[...] Coca- Cola is represented in more than 200 countries with 400 different brands. The Giant sells more than 3000 different products around the world; the main brands are Coca-Cola, Fanta, Sprite, Nestea, Diet Coke; it's also present in the fruits juice sector with brands like Minute Maid. However, the brand is really well-known for his flagship product: “Coca-Cola” which is a mixture of carbonated water, Kola' nuts and Cola' syrups. This product made his popularity and success. Coca-Cola Enterprises' employs more than persons in all the continents. [...]