MKTG2508 Coca-Cola Brand Resonance Pyramid PDF

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Coca-Cola Brand Resonance Pyramid...

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Coca-Cola Brand Resonance Pyramid

Coca-Cola has equally strong left and right sides of the brand resonance pyramid. Both functional and emotional attributes that Coca-Cola strives to achieve shows great synergy.

Brand Identity (salience): Coca-cola has high brand salience. Based on the focus group conducted, Coca-Cola is one of the brands (besides Pepsi) that all seven members could recognize its blurred logo without any hesitations; shows that Coca-Cola has deep brand awareness compared to other soft drink brands mentioned. Furthermore, most of the members chose Coca-Cola as the default soft drinks when having a night out or partying with family or friends; proves that Coca-Cola has broad brand awareness. Brand Meaning (performance, imagery): They were several views on how Coca-Cola are perceived in aspect of its performance. One of the apparent elements is how the packaging of Coca-Cola is deemed as iconic and never-changing. The pricing of larger bottle is comparatively cheaper than smaller one exemplifies that Coca-Cola used volume discount pricing strategy; which is effective for some of its loyal consumers. With only two members said that Coca-Cola’s price affect their decision of purchasing solidify that most consumers would still buy Coca-Cola regardless its price. Coca-Cola is associated with the imagery of being young, happy, energetic, outdoorsy, reliable and charming; shows that Coca-Cola has successfully accomplished its mission “To inspire moments of optimism and happiness through our brands” (Coca-cola.co.uk, 2019) Brand Response (judgement, feelings): Coca-Cola has high good perception in its quality, credibility, consideration and superiority. Most of the members sees Coca-Cola as the most respected soft drink brand because it is very reputable, has a long history, iconic and nostalgic. All the members agreed that Coca-Cola is definitely superior and more refined than other brands; with its rich and unique flavour and variety of product lines. Furthermore,

respondents gave positive and accessible reactions towards Coca-Cola regarding its overall value as a brand. Only a few of the respondents thought that Coca-Cola should decrease its sugar level, but this can be resolved by ampting for Coke Zero instead of Coca-Cola Classic. Respondents’ respond towards the advertisement as fun, energetic and youthful and all agreed that the brand’s feelings matched with its image. Brand Relationship (resonance): Overall, Coca-Cola has high brand salience; with five out of seven would opt for Coca-Cola as their first choice when looking for soft drinks and most of them would miss Coca-Cola if it were gone in the market; exemplifies that most members have personal attachment for the brand and would likely recommend this brand to other people. Based on Forbes World’s Most Valuable Brands, Coca-Cola ranks number 6 while it major competitor, Pepsi ranks at 29 (Forbes, 2019). This proves that Coca-Cola indeed has strong loyal community of consumers....