Strategic Brand Management Essay

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STRATEGIC BRAND MANAGEMENT TABLE OF CONENT Contents 1. Brand objectives scope and approach 4 1.1 Objective of the brand audit 4 1.2 Scope 4 1.3 Approach 4 2. Background about the brand (self analysis) 4 2.1 Background about the brand Coca- cola International 4 2.2 Background about the brand Coca cola Vietnam 5 3. Background about the Soft Drink Industry in Vietnam 8 4. Consumer analysis 11 5. Brand inventory 14 5.1 Element, current marketing program, POPS, PODS 14 a. Element 14 b. Current marketing program 24 c. POPS 26 d. PODS 27 5.2 Branding strategics 28 5.3 Brand portfolio analysis 32 5.4 Competitor’s brand inventory 32 5.5 Strength and weaknesses 35 6. Brand exploratory 36 6.1 Brand associations 36 6.2 Brand positioning analysis 37 6.3 Consumer perceptions analysis 38 7. Summary of competitor analysis 43 8. SWOT analysis 45 8.1 Strengths 45 8.2 Weaknesses 45 8.3 Opportunities 45 8.4 Threats 46 9. Brand equity evaluation 46 10. Strategic brand management recommendations 46 REFERENTE 48 1. Brand objectives scope and approach 1.1 Objective of the brand audit The objective of Coca Cola brand audit is to relate the theoretical approaches with practical life example and mainly to come to know about the inventory and exploratory expects of Coca Cola brand in Viet Nam. 1.2 Scope The scope is limited to the 3000 words, time limit of one week and topics related to the strategic brand management course only. 1.3 Approach The brand audit will be based entirely on information from public secondary sources, company websites, as well as our own experience and insights. This will be also considered in suggesting ways as to how the brand should be managed in coming years in order to enhance its positioning. 2. Background about the brand (self analysis) 2.1 Background

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