Coca Cola - Brand Equity

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ADVANCED DIPLOMA IN BUSINESS MANAGEMENT SCHOOL OF CONTINUING EDUCATION HONG KONG BAPTIST UNIVERSITY Subject Code: 09-MKG4010 [pic] BRAND & BRAND EQUITY 6 October 2011 By Amelie, Shan Shan Chong Student No: 210303575 Table of Contents 1. Abstract…………………………………………..…………………………...……………..3 2. Brand & Brand Equity 2.1 Brand ……………….…………………...................................................................…..3 2.2 Brand Equity..……...…….…….…………………………….………….….…………..4 3. Coca-Cola Company 3.1 Introduction to Coca-Cola Company…….……..……….……………...…….………...5 3.2 History of Coca-Cola Company.………...…….…………….…………..…………...…5 4. SWOT Analysis...... ………….….….………………………….……………....................…7 5. Differentiation………….….…………….……………….………………….…..…….……..7 6. Power of Brand…..….…………….….….…………………………………….….………....8 6.1 Improved Perceptions of Product Performance…………………………………..…….8 6.2 Greater Loyalty…………………………………………………………………………8 6.3 Less Vulnerability to Competitive Marketing Actions…………………….….………..9 6.4 Less Vulnerability to Crises…………………………………………………………...10 6.5 Larger Margins………………………………………………………………………...11 6.6 More Inelastic Consumer Response…………………………………………………...11 6.7 Greater Trade Cooperation…………………………………………………………….12 6.8 Increased Marketing Communications Effectiveness…………………………………12 6.9 Possible Licensing Opportunities….……………………………….……..…………..13 7. Conclusion………...…………….…….……………………………….………...…………13 8. References..………..….…………….….…………………………………….……………..15 Total: 3482 words 1. Abstract The purpose of this paper is to study how high brand equity provide a number of competitive advantages to company. Coca-Cola Company is used to be the example of the World’s Top 10 Most Valuable Brand. 2. Brand & Brand Equity 2.1 Brand A brand is a name,

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