Coca Cola Marketing

Introduction

The organisation we have chosen to assess the use of branding is Coca-Cola. Coca- Cola is a very successful brand that has been established for many years. Coca-Cola is the most popular and biggest-selling soft drink in history, as well as the best-known product in the world. Created in Atlanta, Georgia by Dr. John S. Pemberton, Coca-Cola was first offered as a fountain beverage by mixing Coca-Cola syrup with carbonated water.

First of all we will be discussing the concept of the branding strategy and examining the benefits of branding for any organisation. To define branding: -

"A name, a term a symbol or design or a combination of these intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competition".

Kotler and Armstrong

Concept of branding

"Branding is a powerful concept that determines the success or failure of an online product. Brands allow the possibility of building the appropriate image, a bundle of meanings, that can make the product more personal, appealing or attractive to consumers"

Branding is part of a process. It is one of the important decisions in the development and marketing of individual products and services. Branding is the process, which comes after deciding the products attributes. Only once this has been decided is the organisation able to choose an appropriate packaging, and labelling for the product.

There are 9 themes, which define the brand: -

* Legal instrument

* Differentiating device

* A company

* An identity system

* An image in consumer's minds

* A personality

* A relationship

* Added value

* An evolving entity

The concept Branding is very much an essential in any organisations success. It has become so strong that anything hardly goes unbranded. Consumers identify products by brands. An example of just how important branding is would be putting a bottle of a very well perceived and high quality perfume in an unmarked bottle and observing the consumers and how they decide not to purchase it.

Benefits to Organisation

The benefits to an organisation of branding