Assignment No.

03
Farahan Ismail
2014/MBA/WD/102

Selected brand Coca Cola

Coca Cola is a brand that does not need any recognition hence has been taken into to evaluate the
brand resonance of the same.
1 Brand Resonance Pyramid
Customer -Based Brand Equity Model.

Resonance
loyal customers,
sense of community,
active customer involvement

Judgments
most recognized brand,
top brand, unique flavor
fun, innovative

Feelings
fun, happiness,
sharing, unity,
celebration, family and friends
gatherings, social approval,
style Statement, warmth,
refreshment

Performance
Imagery
Energizer (caffeine, juices) ,
energetic, sharing happiness, fun,
healthy (water, juice), stylish, flavor,celebration, unities generation and global
refreshing
joining(coke lovers), sense of community, ,
Family orientation, youth, moms, cool
Salience
Beverages, most recognized brand, energy, flavor, sense of community, happiness

Brand Salience Coca Cola under its conglomerate has different methods of
positioning its attributes in unique ways. It pledges that it empowers people with
the sense of being and happiness , along with the appeal to the youth with bottling
the drink in a curvy

manner signifying

that of a female and her associated

attributes. Hence the drink by its self is well known across the globe specially
thought it method of speaking to its loyal fans via their senses.
Brand Performance- Coca cola mainly positions themselves as the main reason
for happiness and that happiness can only be felt though the sense of taste by
sipping on a drink of coke. In addition to the same they have collaborated with the
worlds largest brands in the worlds such as MC Donalds and hence widened their
reach to the customers. This empowers them to market a feeling that whenever a
person has a bite of fast-food they need to sip coke in order to reap the maximum
benefit/pleasure derived from it.
Brand imagery- Coke competes in the world market as being the best and has
maintained high quality standards thus showcasing the same with the different
amounts of quality certs it has been awarded. Along with the same its branding
color and packaging appeals to almost demographics.
Brand Judgments- With its powerful fan following and its new age infusing
behaviors, coke has been known for its superior quality and standards followed
across the globe, its global partners such as subway which primarily markets to
healthy/fresh food eaters are hence exposed to coke and thus will result in the users
perceive that above the happiness and emotional joyness provided by coke they
also are quite healthy.
Brand Feelings- even at a time where nutritious and other healthier alternatives
are present, as aforesaid earlier we could summarize that happiness and
emotions are played by coke in such a manner whereby its appeal is
communicated to its customers in a sublime manner, the proof of the same placed
on ad such as the coke polar bear ad carried out during the Christmas.
Brand Resonance- Coke is one of the most popular drink in Sri Lanka and the
world, it would not be wrong to state that it is the most popular drink across the
globe and has been named the best and most powerful brand in existence for a

number of years by Forbes. It has a brand loyalty generated from children, youth
and full on adults who have place their loyalty sans hesitation.

1. Aaker Model in Brand equity

Brand Loyalty
Coke is the one of the world most powerful brand it has been perceived as such due
to the loyal following the brand contains to control , and coke loyalist have it in
them that close competitors such as Pepsi is a plagiarized brand are akin to totally
avoid any sort of competing brand.
Brand awareness
Since its existence in 1886 coke has been served in over 200+ countries, and thus
to find a place where coke has not been is not a hassle free task, equipped with one
of the most resilient supply chains they supply to over 1.5 Billion people and thus
the branding and its awareness has been tested to be of the highest standard.
Perceived Quality
Internationally known to be of resounding quality, have been awarded with multiple
quality certifications. Usually certifies themselves with the local countries quality
standard certification before launching in that country.
Brand Associations
Coke delve delivers on the words they positons themselves, when there is
happiness or you go out to enjoy something they coke is there. They speak to the
loyalist of the brand though, associating themselves to other strong partnerships
with organizations such as Mc Donalds , Subway etc.
Other

proprietary assets

1.) Strong supply chain.

2.) Long history of company.
3.) Strong financial background and going concern affirmative organization.
4.) Has one of the best CSR activities in the world.