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Brand building

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Introduction

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.

Middle

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.

Conclusion

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.

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