David Aaker Model_COKE
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David Aaker Model
David Aaker Model- Deepak Bhandari
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04/08/2023 BRAND MANAGEMENT 2
• Mission
To refresh the world...To inspire moments of optimism...To create value and make a difference.
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04/08/2023 BRAND MANAGEMENT 3
• Established in 1886• World’s largest beverage company with over 500 brands• Company’s portfolio includes 12 billion $ brands• Operational Reach = 200+ countries• 1.6 billion servings per day• Owns 4 of the world’s top 5 non alcoholic sparkling beverage brands
(Coca-Cola, Diet Coke, Sprite, Fanta)
Source: http://www.thecoca-colacompany.com/
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04/08/2023 BRAND MANAGEMENT 4
• Ranked #1 in the ‘Best Global Brands Survey 2009’ for the 10th straight year by Interbrand
• Brand Equity = 68734 $m• Change in brand value from 2008 : 3%
source: www.interbrand.com, JP Morgan Chase
The Brand
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04/08/2023 BRAND MANAGEMENT 5
Interbrand Survey
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04/08/2023 BRAND MANAGEMENT 6
Perspective of a Strong Brand
• A product• An organization• A person• A symbol
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04/08/2023 BRAND MANAGEMENT 7
Awareness/familiarity with the brand
Information on brand attributes or benefits
Creation of brand image/personality
Association of feeling with the brand
Linkage of the brand with peers, experts and group norms
Reminder or inducement to brand trial
Ad Exposure
Brand Attitude
Purchase Behavior
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04/08/2023 BRAND MANAGEMENT 8
Familiarity built from aggressive branding and innovative campaigns
The refreshing qualities of the beverage conveyed to consumers
Coca-Cola perceived as the ‘Real Refresher’
Coca-Cola became the symbol of fun, carefree American lifestyles
Coca-Cola launched several variants like Diet Coke, Coke BlāK
Coca Cola distributed free drinks coupon in early 19th century
Ad Exposure
Favorable Brand Attitude
Purchase Behavior
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04/08/2023 BRAND MANAGEMENT 9
David Aaker Model: 2 Routes
Route#1
Route#2
Attitude Purchase BehaviorBrand Advertisement
Purchase Behavior AttitudeBrand Advertisement
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04/08/2023 BRAND MANAGEMENT 10
Coca-Cola’s case: Route#1
• Advertisements show features, benefits, values over and above rivals
• Advertisements lead to formation of images and personalities of the brand in the minds of consumers
• Formation of feeling and association with the brand• Coke by route#1 commands long lasting loyalty with the
customers
Attitude Purchase BehaviorBrand Advertisement
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04/08/2023 BRAND MANAGEMENT 11
RC Cola and Virgin Cola: Route#2
• Purchase activity helps in formation of +ve/-ve attitude towards the brand• RC Cola and Virgin Cola went the heavy sales promotion way, RC Cola has
been reduced to a discount brand and Virgin Cola is almost extinct except a few places in Europe.
Purchase Behavior AttitudeBrand Advertisement
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04/08/2023 BRAND MANAGEMENT 12
Evolving advertisements