Consumer Behavior

2012

COCA COLA STUDY (Q.4)

Group Members:Mohammad Mahdi Mesbahi

Masoud Moghadas

Mark Liew Han Loong

GM04701

GM04443

GM04130

What are the pros and cons of

borrowing versus creating

brand equity.

What is the

BRAND?

Custo

mer

What is the

BRAND?

Produc

t

What is the

BRAND?

Comp

any

What is the

BRAND?

Company

CustomerPr

oduc

t

Valu

e

Innov

ation

Market

ingBra

nd

BRAND is a sum of Product’s feelings, thoughts and visual memories of certain Company in the Consumer’s mind.

•Visual Identity•Personality•History or Story

•Relationship with people

BRAN

D

Brand Equity

Availability

Preference

Loyalty

AwarenessFamiliarity

Image & Personality

Association

Brand Equity

- Develop faster (Customers are familiar with brand)

- Increase loyalty- Consolidate the brand- Invest less (efficient branding)- Develop the depth of the brand

- Opportunity to switch the brand

- Develop the width of the brand

- Fail in new product not affect the whole brand

- Chance to treat the brand

- Customer meet a new brand- Develop faster (Consumer do not use Stereotype)

- Fail in previous product not affect the new brand

Cons

Borrowing

CreatingG

ood

Im

ag

eB

ad

Im

ag

e

Analyze Coke's attempt to

"revive" brand equity by

reintroducing thecontour bottle

around the

world.

Coca-Cola advertisings in188’s

In 1915 a prototype of

the first contour bottle

developed by Root Glass

Company, but never

made it to production.

In 1916 the problem was

solved by decreasing the

middle diameter. The bottle

become very popular among

collectors.

In 1957, the Coca-Cola

decided to eliminate the

traditional embossing of its

trademark on the bottle,

and replaced it with Coca-

Cola in white applied colour

labelling(ACL), in 1960 the

bottle was registered as

trademark, the second

package in history to be

trademarked.

In 1957, the Coca-Cola

decided to eliminate the

traditional embossing of its

trademark on the bottle,

and replaced it with Coca-

Cola in white applied colour

labelling(ACL), in 1960 the

bottle was registered as

trademark, the second

package in history to be

trademarked.

Variations of this bottle & embossed bottle until 1994

In 1994, Coca-Cola introduced

the 20 oz plastic contour

bottle, the bottle we know

today.

In 2007, the contour

aluminium can introduced

to the market by Coca-Cola.

In 2008, Coca-Cola

introduced a 2L

contour bottle to

selected market

The full coke line up in 2008

Today plastic coke

bottle

1960

1980

20001990

Coca-Cola advertising through the year

Thank You

Thank You

Present like Professionals

Created by:

Mahdi Mesbahimahdi.mesbahi@gmail.com