Thesis Paper: Brand Audit – Coca Cola

Sample Thesis Paper

Introduction

The purpose of this paper is to serve to carry out an introduction to the brand equity management system that Coca Cola exercises. In order to do so, a brand audit has been performed to gain an insight into the very working of Coca Cola. The brand audit encompasses the industry analysis, the market analysis, the market targeting strategies, the positioning used to establish the brand image, the product development, the packaging, the distribution infrastructure, the pricing variants and the communication strategies used to increase brand awareness. This brand audit is intended to assess the health of the Coca Cola brand and to present an analysis of the actual meaning and significance that the brand holds. In the coming paragraphs, the paper shall attempt to elaborate upon the intricacies of brand development and management that pertain to the success that the brand of Coca Cola has been exercising for decades now. By doing so, an understanding regarding the several variables that are closely and directly related to the overall image that a brand holds for its consumers will be developed.

In order to establish the positioning techniques that Coca Cola uses, it is extremely important to understand the general perception the consumers hold regarding a brand. This aspect can be delved into by exploring the value that the brand holds for consumers and the contrast that is present between the image of the brand that the producer is trying to portray and the actual perception of the brand in the general consuming public. The analysis of the strategies that a brand uses to determine its positioning also allows us to make concrete inferences in other parts of the papers as well. In broad terms, the paper will seek to establish the foundation of the perception that the consumers hold which propagates them to purchase the product and by doing so, tries to hunt for ways through which Coca Cola can keep the edge that it holds currently in the coming future as well.

IntroductionThe purpose of this paper is to serve to carry out an introduction to the brand equity management system that Coca Cola exercises. In order to do so, a brand audit has been performed to gain an insight into the very working of Coca Cola. The brand audit encompasses the industry analysis, the market analysis, the market targeting strategies, the positioning used to establish the brand image, the product development, the packaging, the distribution infrastructure, the pricing variants and the communication strategies used to increase brand awareness. This brand audit is intended to assess the health of the Coca Cola brand and to present an analysis of the actual meaning and significance that the brand holds. In the coming paragraphs, the paper shall attempt to elaborate upon the intricacies of brand development and management that pertain to the success that the brand of Coca Cola has been exercising for decades now. By doing so, an understanding regarding the several variables that are closely and directly related to the overall image that a brand holds for its consumers will be developed.In order to establish the positioning techniques that Coca Cola uses, it is extremely important to understand the general perception the consumers hold regarding a brand. This aspect can be delved into by exploring the value that the brand holds for consumers and the contrast that is present between the image of the brand that the producer is trying to portray and the actual perception of the brand in the general consuming public. The analysis of the strategies that a brand uses to determine its positioning also allows us to make concrete inferences in other parts of the papers as well. In broad terms, the paper will seek to establish the foundation of the perception that the consumers hold which propagates them to purchase the product and by doing so, tries to hunt for ways through which Coca Cola can keep the edge that it holds currently in the coming future as well.

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