What is Brand Equity?

• A brand's power derived from the goodwill and name recognition that it
has earned over time, which translates into higher sales volume and
higher profit margins against competing brands.
• The purpose of brand equity metrics is to measure the value of a brand.
• A brand encompasses the name, logo, image, and perceptions that
identify a product, service, or provider in the minds of customers.
• It takes shape in advertising, packaging, and other marketing
communications, and becomes a focus of the relationship with
consumers.
 BRAND AWARENESS
• Brand awareness is the extent to which a brand is recognized by potential
customers, and is correctly associated with a particular product.
• Coco cola is one brand which is recognized by everyone around the globe.
• It is available in every country except Cuba and North Korea and has a
product portfolio of over 3,500 brands.
• In 2011 it had a market value of about $74 billion, which is more than
Budweiser, Starbucks, Red Bull and Pepsi combined.
• From 1993 until 2006 Coca Cola spent $ 26.7 billion on advertising and it is
one of the first companies ever to spend more money on marketing than on the
product itself.
• Another factor is its authenticity. Its strong self-belief and consistent identity
also helped achieve its position in the market. Coca Cola has shown great
flexibility and innovativeness, they adapted their drink to the various markets
around the world and thereby achieved to satisfy the different tastes of the
consumers.
• Coca Cola is also a very aesthetic product. The design of the curvaceous glass
bottle design and the red-and-white branding of the cans is recognized all over
the world.
• The emphasis lies on the various commercials showed by
them.
• One can say that it is not the product itself that made Coca
Cola one of the most recognizable brands in the world; it is
the exceptional marketing around it.
• Coca Cola has also sponsored many famous events and
associations such as American Idol, Apple iTunes, BET
Network, NASCAR, NBA, NCAA, and the Olympic
Games.
• It is one of the most persistent and well-loved brands in
history. It is one of the longest surviving brands, and thus
considered among the most successful companies ever.
• The reason in part of this, is their strong advertising and
marketing. Coca-Cola has always relied in advertising to
promote and market their brand, and this is why they are
always on top of their game, after having been in the market
for more than a century.
 HISTORY
• Coca-Cola history began in 1886 when the curiosity of
an Atlanta pharmacist, Dr. John S. Pemberton, led him
to create a distinctive tasting soft drink that could be
sold at soda fountains.
• He created a flavoured syrup, took it to his
neighbourhood pharmacy, where it was mixed with
carbonated water and deemed “excellent” by those who
sampled it. Dr. Pemberton’s partner and bookkeeper,
Frank M. Robinson, is credited with naming the
beverage “Coca-Cola” as well as designing the
trademarked, distinct script, still used today.
• The first marketing efforts in Coca-Cola history were
executed through coupons promoting free samples of the
beverage. Considered an innovative tactic back in 1887,
couponing was followed by newspaper advertising and
the distribution of promotional items bearing the
Coca-Cola script to participating pharmacies.
 PERCEIVED QUALITY
• Perceived quality can be defined as the customer's perception of
the overall quality or superiority of a product or service with
respect to its intended purpose, relative to alternatives.
• Coca-Cola’s’ brand personality reflects the positioning of its
brand. Many people see ‘Coca-Cola’ as a part of their daily life.
This similarity between the brand and the consumer leads to a
high degree of loyalty and makes the purchasing decision easier.
• A recent Coca-Cola annual report reported that the second most
recognized expression in the world after “ok?” is “Coca-Cola.”
• There could be hardly any person around the world that hasn't
heard the name Coca Cola. Ever since its beginning as world's
leading name in cold drinks, it has created a strong brand image
irrespective of age, sex and geographical locations.
• Millions of people around the world are consuming cold drinks
or soft drinks as part of their daily meal. Coca Cola, ever since
its inception has been the leader in soft drink market.
• Brand image is the significant factor affecting Coke’s sale.
Coca-Cola’s brand name is very well known all over the
world. Packaging changes have also affected sales and
industry positioning, but in general, the public has tended
not to be affected by new products.
• Coca-Cola’s bottling system also allows the company to
take advantage of infinite growth opportunities round the
world. This strategy gives Coke the opportunity to service
a large geographic, diverse, area.
 BRAND ASSOCIATION
• Brand Associations are not benefits, but are images
and symbols associated with a brand or a brand
benefit.
• Brand association is anything which is deep seated in
customer’s mind about the brand. Brand should be
associated with something positive so that the
customers relate the brand to being positive.
• Brand associations are the attributes of brand which
come into consumers mind when the brand is talked
about.
• Brand associations are formed on the following basis:
• Customers contact with the organization and it’s
employees;
• Advertisements;
• Word of mouth publicity;
• Price at which the brand is sold;
• Celebrity/big entity association;
• Quality of the product;
• Products and schemes offered by competitors;
• Product class/category to which the brand belongs;
• POP ( Point of purchase) displays; etc
• Coke has had various celebrities in their
advertisements such as Taylor Swift, Aamir Khan,
Deepika Padukone, Aishwarya Rai, Imran
Khan.etc.
• They also come up with many marketing
strategies in the form of campaigns such as ‘Open
Happiness’, ‘Hello Happiness’ etc.
• Coke is sold at a reasonable price all over the
world which can be afforded by all.
• This product caters to all class who wants to enjoy
a drink.
• They also associate with various events which
boosts their promotion and publicity such as
Olympics, concerts, shows etc.
 BRAND LOYALTY
• Brand loyalty is where a person buys products from the same manufacturer
repeatedly rather than from other suppliers.
• Brand loyalty for Coke is strong. Coke changes its cans, but consumers are
still loyal. Coke has never been shy about making changes and sometimes
the company plays with the designs on its cans.
• One winter, Coke joined forces with the World Wildlife Fund (WWF) to
fundraise on behalf of polar bears, a Coca-Cola mascot since the 1920s.
Specially designed cans of Coke are decorated with polar bears to call
attention to the Arctic Home initiative.
• Seasonal cans of Diet Coke will show up in silver with snowflake designs.
Some loyal Coke fans seem to be okay with that, however, other Coke fans
love red and are unhappy with the change to white cans, even for the
holidays. Seems like some soft drink consumers forget that the holidays are
not just about celebrating, but also about caring and socially responsible
charitable giving.
• Since its creation in 1886, it has become of the most
well loved brands today, with the average person
consuming a Coke product every four days.
• But what separates Coke from the rest? Its brilliant
branding. People who drink Coke not only consume it
for its taste, but also for the brand built around
it: happiness.
• With good times and nostalgic memories built right into
the brand image of their beverage, Coca-Cola has had
considerable success marketing towards the heartstrings
of many.
• They also came up with customized cans with different
people’s names.
• Even though the logo or packaging has changed over
the years, consumers are still loyal to the brand even
today.
LOGO EVOLUTION