This document discusses managing brands and provides examples using Coca-Cola. It defines what a brand is, noting that a brand goes beyond just a name or logo to represent added value that matches customer needs. Brand identity and personality are important to establish what the brand stands for and deliver promised values. Coca-Cola is used to illustrate how it has maintained a consistent brand image and globalized while producing many related products. The document stresses that strong brand equity comes from customer loyalty and consistency over time despite competition.

1. Managing Brands
By
Khadija Yassi
Shuena Mohamed
Pashtana Bayangar
Jake Medina
Hugo Davis

2. What is a Brand
• “A successful brand is an identifiable
product, service, person or place
augmented in such a way that the buyer
or user perceives relevant, unique added
values which match their needs more
closely. Furthermore, its success derives
from being able to sustain these added
values in the face of competition” (de
Chernatony and McDonald, 2003)

3. What is a Brand
• A brand is usually just seen as the
name, symbol or logo i.e. Brand
image.
• When creating a brand the task is
to make sure the brand is
powerful.
• The brand should show what the
company stands for and should
deliver promises to its customer.
• Brands must be recognizable and
offer something different to their
rivals in terms of products,
services and value for money.

4. Brand Identity
Launched in 1886
Originally aimed as a health drink

5. Brand Identity
History of Coca Cola

6. Constructed Source
The Real Thing
To refresh the world
Physical Facet “To inspire moments of optimism and happiness”
“To create value and make a difference” Personality
What happens to this brand
when it becomes a person?
Relationship Culture (values)
What do customers get out
of Coke
Utopian Nationalism
Social Interactions Deep Down We are all the same
Pop Culture
USA Culture
Reflected Consumer Consumer Mentalisation
What do consumers believe
the brand stands for?
Refreshing Drink
Consistent Product
Cool and Relevant Constructed Receiver Winning Culture

7. No.1 Carbonated Drink Producer
No.2 Sports Drink Producer
No.3 Bottled Water Producer
Started Globalizing in the 1890s, first branching out to Cuba and
Canada
Overseas sales = 2/3 of Coca cola's revenue, 3/4 of operating
income
Manufacturing & Bottling
20 plants overseas manufacture beverages
300 bottling subsidiaries
Source Coca Cola

8. Customer Involvement

9. Unique Added Value
Jones (1986) Added value formed the most important part of a brand's definition. The
primary basis for distinguishing a brand from a product.
"adding things that the customer never thought about".
"benchmarking against competitors"
"a multidimensional construct which includes functional and emotional benefits...
relative to the competition"
“A brand can be an intangible asset, used by analysts to rationalize the difference
between a company's "book value" and
market value.” ibrand 2011

10. Maintaining Image
Consistency
A strong identity is not made over night
Coca Cola have maintained their core values
Coke been around for 100 years and is one of
the most recognisable brands today.
The Logo has stayed the same constant
throughout the years.
New coke was introduced in 1985. Till this
very day that is seen as one of the biggest
marketing failures of all time. Why were the
people of coke mad?

11. Brand Equity Concept
Brand equity is the value of the brand in the marketplace.
Value can be added through Customer Loyalty and retention
A strong brand equity helps a brand to branch out with sub brands

12. Competition
Packaging and Identity is more important than the ingredient
inside the can.

13. Thank you
We hope you enjoyed our presentation