• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Brand building

Extracts from this document...


Brand Building Brand building is one of the most important marketing tools in creating strong brands. A strong brand is what helps create ability for a company to charge premium prices for its products and build up brand loyalty. Original Coca-cola is the core product which has been augmented with distinctive values which distinguish it from its main competitor Pepsi and create a product which customers want to buy. How are leading brand names, like Coca-cola, built? It is done by following the 6 stages of the brand building process, which is shown below. (Jobber,David,(2005)principles and practice of marketing,4th Edition,p.268) Quality Coca-Cola insist on absolute quality for every one of their products. The main reason being that this is vital ingredient which should always be built into the company's core product. ...read more.


Own store brands However, due to strong and successful brand building, Coca-cola win hands down in sales due to their strong brand image within the market. Shown below are the 6 elements which will be analysed by brand managers, this is to help obtain an accurate insight as to how brands are positioned in the marketplace. (Jobber,David(2005)Principles and Practice of Marketing,4thEdition,p.270) Brand Domain This is how they aim their product at their target market. This backed by the information given in the journal by Gordon Foxall. Coca-cola produce a product which satisfies the needs and wants of their target market. Brand Heritage Coca-cola has managed to create a strong brand heritage due to the fact that they were founded as far back as 1886. Brand Value Coca-cola's main brand value is Quality. ...read more.


To obtain customer loyalty and high brand quality, management must be willing to provide a high level of brand investment consistently. This is something which Coca-cola has quite clearly been able to achieve successfully. Internal Marketing This is to create loyalty within the company. Coca-cola do this through merchandise given to staff who then wear and promote at company events. Being First The fact that Coca-cola was the pioneer brand gave them a head start in gaining customer loyalty. Meaning that all other brands that have come onto the market after Coca-cola, ie Pepsi, are simply playing a game of catch up. Well-blended Communication A successful brand position is based on customer perception. This is done through advertising. In the case of Coca-cola they changed the colour of Santa Claus from green and white to their globally recognised colours red and white to create their Christmas adverts. With Coca-cola adverts they are never trying to sell the products its only ever the brand. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing and Markets section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing and Markets essays

  1. Simulations Reflection Paper

    - 7.35%. On the second simulation, Service Added Based Differentiation, as the market becomes mature, the company has to choose some different services so it can gain competitive advantages. In first scenario, we have three ideas to choose, such as car wash, GPS navigation and collision insurance.

  2. Company Heritage of Dell.

    Customer Services Dell's sales were to business customers, splitting up almost evenly between the large corporate accounts and medium and small businesses. Even though Dell was labeled a "mail order company", revenue from individual consumers was less than 5% of sales.

  1. The brand IKEA.

    IKEA is one of the leaders in its market place, and therefore many other brands in that particular sector may be 'hitchhiker' brands following us and other leaders (such as MFI and DFS). Strategic Advantages are where the brands position is in relation to its competitors.

  2. Tourism principles and practice.

    Clearly, the travel and tourism marketer has greatest control over product design and employees, less over purchasers and very little if any direct control over the host community. The marketing response and internal marketing Increasingly known, as internal marketing it is a logical extension of the marketing mix considerations to recognize that the employees of an organization are stakeholders too.

  1. Research Results - What I found out from Coca-Cola.

    Ribena Foil Pouch Packs Ribena 330ml resealable Pouch Packs come in three variants: Blackcurrant Original, ToothKind Blackcurrant and ToothKind Orange Tropical. Ribena Spark Spark is a carbonated blackcurrant flavour drink available in 330ml and 150ml cans. Ribena Spark is targeted specifically at the teenage market.

  2. Proposed enterprise activity - Football Tournament

    Once we had decided to do a football tournament the responsibilities had to be dealt out fairly and evenly. We also considered different team members strongest points. It was decided that we needed one person in charge of the marketing, one person to keep the finances in order and two

  1. Business studies coursework

    road Indian/Italian fast-food Direct no Yes No McDonalds restaurant 2 Northgate Fast food/American Indirect yes yes Yes The Egg Box Take away 91 market place Fast food Indirect no yes No The Best Sandwich Shop Take away 4 tower buildings Fast-food Indirect yes yes Yes Mr Cheesy Take away 5

  2. Business- Open retail store

    It is measurable because if the business does not go bankrupt it is surviving. It is achievable because there are many sole traders who have lasted for over two years. It is realistic because it is the only way to carry on the business.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work