Brand equity study

Overview
Leader in the beverage industry
Most valuable brand for 13 consecutive years; currently
#3, after Apple and Google (Interbrand Best Global
Brands, 2013)
The Coca-Cola brand is worth more than half the market
value, and a staggering 10 times the book value, of its
parent company (Ivey Business Journal, 2001)
Coca-Cola spends more money on advertising than
Microsoft and Apple combined (Business Insider, 2011).
In 2011 it had a market value of about $74 billion, which is
more than Budweiser, Starbucks, Red Bull and Pepsi combined
(Business Insi der, 2011).

> + + +

http://www.businessinsider.com/facts -about-coca-cola-2011-6?op=1
http://www.interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013-Brand-View.aspx
http://iveybusinessjournal.com/topics/the-organization/brand-equity-capitalizing-on-intellectual-
capital#.UnJwXvmmiEM
 Brand Salience

 Beverage industry
The
red and white Coca-Cola logo
is recognised by 94% of the
world's population (Business
Insider, 2011).

Preference
Pervasive
penetration
 Line extension  user Price relative to
http:/p/wrwowfi.bluessinessinsider.com/facts-about-coca-cola-2011-6? value
op=1#ixzz2jPRwUs6C
http://resources.alibaba.com/topic/800263843/What_is_3P_theory_.ht
m
http://google.com/images
 Brand Performance
Product Pricing
charaCcatffeerin
iestics Lower price point for price sensitive markets
content
 Flavour
Face competition and raise brand awareness

Gaining position in the market

Charging a premium compared to competitors

Offering on-pack promotions with the aim of meeting objectives

and increasing sales

 “A bottle which a person could 4o/Ccocaa--CCoolal-

CCBBE-Model
recognize even if they felt it in the a
http://www.coca-
colacompany.com/our-
dark, and so shaped that, even if company/history-of-
broken, a person could tell at a glance botCtliongm#TpCaCnC
y)
htt p:/ /fr .s cr ib d .co m /d oc/4 6 4 03 81
Other pricing
s tr a te g ie s
S e g m e nted
 International
• Psychological
 Brand Imagery
History, heritage,
experiences

Celebrations
Family orientation
Fun United generations
Sharing happiness Sense of
community “Share a
http://google.com/imagesExcitement Coke
campaign
Consumer Feelings
№ of servings per person in
2012
USA 401
Top 3 user Panama 416
countries have Chile 486
Warmt similar cultural
h dimensions Mexico 745
Fun 0 100200300400500600700800
“The United States actually ranks No. 4 with
Excitement
401 servings per person in 2012 according t
Coca-Cola's annual review book” (USA Today
2013). 100
3023
11 Mexico
50 Chile
Panama
0
Individualism
http://www.usatoday.com/story/money/markets/2013/10/21/six-things-you-may-not-know-about-
coca-cola/3144243/
http://geert-hofstede.com/mexico.html
http://google.com/images
 Consumer Judgements

Superiority

Considerati
on
Quality

The Belgian Government has

banned the sale of all Coca-Cola
drinks following more reported
cases of poisoning across the
country (BBC News, 1999).
http://news.bbc.co.uk/2/hi/business/369089.stm
http://google.com/images
Consumer-Brand
Resonance

Loyal customers Coca-Cola Value in US

billion
100 68.7 70.471.877.8
79.2
50
100 828686
0
80 2009 2010 2011 2012
60 Source: Interbrand Global B2r0a1nd3s,
40 Mexico 2013
20 Chile
0 Panama
Uncertaintly avoidance

http://geert-hofstede.com/mexico.html
http://www.interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013-Brand-View.aspx
 Consumer-Brand
Resonance

Active engagement

http://www.coca-colacompany.com/brands/coca-cola/
Strengths and
challenges

+ Leader in the beverage

industry
+ Differentiated product line
+ Active engagement - Pricing strategy
- Quality control
References
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http://resources.alibaba.com/topic/800263843/What_is_3P_theory_.htm [Accessed 05 November 2013].
BBC News, 1999. Belgium bans Coca-Cola. [online] BBC News. Available at:http://news.bbc.co.uk/2/hi/business/369089.stm [Accessed 05
November 2013].
Bhasin, K., 2011.15 Facts About Coca-Cola That Will Blow Your Mind [online] Business Insider. Available at:
http://www.businessinsider.com/facts-about-coca-cola-2011-6?op=1 [Accessed 05 November 2013].
Bias, W., 2013. Six things you may not know about Coca-Cola. [online] USA Today. Available at:
http://www.usatoday.com/story/money/markets/2013/10/21/six-things-you-may-not-know-about-coca-cola/3144243/ [Accessed 05
November 2013].
Euromonitor, 2013. Coca-Cola Enterprises Ltd in Soft Drinks (United Kingdom). [online] Euromonitor. Available at:
https://www.portal.euromonitor.com [Accessed 05 November 2013].
Interbrand, 2013. Best Global Brands 2013 [online] Interbrand. Available at:
http://www.interbrand.com/en/best-global-brands/2013/Coca-Cola [Accessed 05 November 20113].
Keller, L.R., 2007, Strategic brand management, Upper Saddle River, NJ: Pearson
Keller, L.R., 2009, Building strong brands in a modern marketing communication environment, Journal of marketing communication, Vol.
15, pp. 139-155
Kohli, C. , Leuthesser, L., 2001. Brand equity: capitalizing on intellectual capital, Ivey Business Journal [online] Ivey Business Journal.
Available at: http://iveybusinessjournal.com/topics/the-organization/brand-equity-capitalizing-on-intellectual-capital#. UnJwXvmmiEM
[Accessed 05 November 2013].
Palod, S., Coca-Cola CBBE Model. [online] Scribd. Available at: http://fr.scribd.com/doc/46403814/Coca-Cola-CBBE-Model [Accessed 05
November 2013].
The Coca-Cola Company, 2013. History of Bottling [online] The Coca-Cola Company. Available at: http://
www.coca-colacompany.com/our-company/history-of-bottling [Accessed 05 November 2013].

www.coca-colacompany.com/brands/coca-cola/
www.google.com/images
www.geert-hofstede.com/mexico.html