In chapter 8 we introduce several concepts and ideas around branding. For example, we define brand equity as “the value of a brand’s overall strength in the market.” We follow that up with an example of Coca-Cola. In 2016, we see that Coca-Cola’s brand equity, as measured by Interbrand, has fallen since we wrote this in the textbook. As sales growth has slowed for the soft drink giant, it decided on a new brand strategy, which it described in a press release as follows:
Marking a significant shift in its marketing strategy, Coca-Cola today announced that for the first time, all Coke Trademark brands will be united in one global creative campaign: “Taste the Feeling.”
The video below was the media event for the Coca-Cola “one brand” launch.
After reading the branding sections of chapter 8 and watching the video. Provide Coca Cola product examples for the key terms (in bold in the chapter) related to brand familiarity and kind of brand. For brand familiarity, describe the type of customer relationship for the brand for kinds of brands, choose the most relevant terms for Coca-Cola products. If necessary, click through to this list of Coca-Cola products to familiarize yourself with the company’s product line.