Branding Strategy Coca-Cola
Brand building is a crucial exercise that often takes years
to accomplish. The benefit of brand equity is realized in the bottom line.
Coca-Cola a Branding Strategy
In this assignment, you will complete primary along with secondary
research.
PART 1: Primary Research and Text Application
Find a consumer who is extremely loyal to a brand-name
product. The person can be a family member, friend, classmate, or other. Probe
him or her for information as to why that brand loyalty exists. Discuss how the
individual feels about competitive brands.
Analyze the interview using the brand equity and brand
positioning concepts from your text.
This section of the paper should be at least 2 pages in
length.
PART 2: Secondary Research in the Databases
Next, research the brand using its Web site and articles
from the library’s full-text databases to address how the brand does the
following:
Identifies market segments and targets
Developed its brand equity over time
Positions itself in the market
This section of the assignment requires the use of articles
from the library’s full-text databases. Articles are found in periodicals.
These are not to be confused with eBooks or reference books. The most popular
databases in marketing are: ABI Inform Global, Academic Search Premier, and
Business Source Premier. This section of the paper should be at least 2 pages
in length.
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