Brand Elements Research : Coca Cola

Topics: Brand, Coca-Cola, Brand management Pages: 9 (1500 words) Published: December 31, 2014
Brand Elements Research:
Coca-Cola

Qi Lv
R0477233
Business Economics Faculty

Prof Dr. Luk Warlop
Brand management

1. Introduction
According to Keller’s viewpoints, brand elements are those trademarkable devices that serve to identify and differentiate the brand. The main ones are brand names, URLs, logos, symbols, characters, spokespeople, slogans, jingles, packages and signage. We should consider six criteria for brand elements when building brand equity and the criteria are memorable, meaningful, likable, transferable, adaptable and protectable. The brand elements should not only reinforce brand awareness, but also boost to form a strong and unique brand association. Keller’s concept approaches brand elements from the perspective of the consumer which is called customer-based brand equity. Keller’s concept mainly focus on brand external factors to transmit brand impact. Now I will evaluate the Coca-Cola’s brand elements according to the six criteria.

Brand Element
Brand names
URLs
Logos
Symbols
Characters
Spokespeople
Slogans
Jingles
Packages
Signage

Criteria
Memorable
Meaningful
Likable
Transferable
Adaptable
Protectable
 

Communication
methods

Market
&
Consumer

1.1 Memorability
A good brand not only reflects the product connotation, but also converts the product attitude and commitment to customer. Coca-Cola always regard the brand as its most important asset, the most external performance of brand are symbol and sign element. In today′s “eyeball economy” era, consumer′s attention is very limited under the situation of massive commodity information. Brand need to attract customer’s attention in order to win in the competition. To adapt to constantly changing market conditions, Coca-Cola always adjusts the details of its brand image every few years but only change the manifestation mode not the core elements. Throughout Coca-Cola’s brand evaluation process, its symbol, logo elements can be roughly classified as a

brand name, unique curved bottle, red logo and wave. It is the unique brand image that made consumer can find Coca-Cola immediately in the supermarket.

Coca-Cola’s logo & package evolution history

1.2 Meaningfulness
The increasingly sharp competition and the homogeneity trend of beverage product make customers more and more insensitive for the brand and the upgrade of brand capital is difficult in taking a step. The customer’s perception of brand image affects

their attitude toward the brand and then affect their loyalty of the brand, customer loyalty has been crucial to long-lasting success in business. Coca-Cola made a lot of effort to give itself unique culture background and brand meaning to build customer loyalty. Through sports sponsorship and star endorsement, combining characteristics of the times, Coca-Cola convey to its customer the brand idea of “energy, young and sunshine”. This idea is its core brand element and not changed a lot throughout the advertising history.

Coca-Cola brand personality factor variation analysis

Content

Personality
Factor

Evolution
&
Invariability

1960s

Confident
&
Successful

1970s

Young
&
Sunshine

Consistently
Accepted by
throughout the
some
promotion of the customers,
brand
but not be
mentioned
widely
Put forward in the Perceived by
1970s,
later most
of
evolved to “energy, customers
young
and
sunshine”
The
most Mentioned
prominent features &perceived
of
Coca-Cola, by most of
always keep from customers
1970s

Time
Intervals

1970s-Now

Energy,
Young,
Sunshine

Customer
Cognation

Illustrate

Non-core
Elements

Core
Elements

Core
Elements

1.3 Likability
Customers can’t either feel the culture, strategy and value of the brand directly, Nor feel the inherent id of the brand. But they can see the external brand image-the

manifestation of brand. Along with various aesthetic style and subject, the public image can display to the...
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