For
sure, brand loyalty is an important variable in maintaining Coke’s number one position.
Founded in the year 1886, the Coca Cola company is the biggest non alcoholic
beverage company of the world. It has a distribution system, which makes it
unique from the rest of the soft drink manufacturers. Over the years, Coca
Cola has enhanced the brand through tests and the company continues to
communicate as much as possible to stay in consumer’s mind.
The brand development strategy of Coca
Cola included brand and product development, but also techniques and strategies
in order to keep up with the switching and changing trends of its consumers.
Earlier, this brand believed in affordability,
availability and acceptability.
However, brand development strategy
of Coca Cola was reworked to match a higher loyalty and equity. They have based
their branding on price value, preference and “pervasive penetration”.
In order to have an effective brand identity, Coca tests each month more or less 20 attributes involving as many as 4000 customers.
The brand development strategy of Coca Cola has been able to build, manage and maintain its brand image according to consumers’ attitudes and behavior.
A worldwide acceptance and a constant brand image has been possible thanks to brand loyalty; Coca Cola is connected with its customers and they do not count expenses on that field.
Constant communication enables to enhance frequency of purchase, which is instrumental for brand loyalty. Also, by responding to a trend and a need which is “health” and “diet”, Coca Cola has segmented its market into 3 parts: Classic Coke, Diet Coke for girls style-conscious about their weight and Coca Cola Zero for men, promoting an unconventional but effective ad. Coca Cola went from “the real thing” to “many things” successfully thanks to its positioning and branding strategy.
In order to have an effective brand identity, Coca tests each month more or less 20 attributes involving as many as 4000 customers.
The brand development strategy of Coca Cola has been able to build, manage and maintain its brand image according to consumers’ attitudes and behavior.
A worldwide acceptance and a constant brand image has been possible thanks to brand loyalty; Coca Cola is connected with its customers and they do not count expenses on that field.
Constant communication enables to enhance frequency of purchase, which is instrumental for brand loyalty. Also, by responding to a trend and a need which is “health” and “diet”, Coca Cola has segmented its market into 3 parts: Classic Coke, Diet Coke for girls style-conscious about their weight and Coca Cola Zero for men, promoting an unconventional but effective ad. Coca Cola went from “the real thing” to “many things” successfully thanks to its positioning and branding strategy.
Sources:
http://fr.scribd.com/doc/22027744/Coca-Cola-Branding-Strategy
http://fr.scribd.com/doc/46403814/Coca-Cola-CBBE-Model
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Brand Development
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