A Brand Critique “Coca Cola” example

Haven't found the essay you need?

We can write it for you. On time. 100% original.

Order Now
Text Preview

A Brand Critique “Coca Cola”

Exercutive overview

The paper explains Fanta brand on the market. The report does this by examining the brands distribution programs and brand equity. The report also elaborates the targeted market of Fanta brand at large. The report
also addresses the challenges facing the market of Fanta brand. However, the report gives out the necessary recommendations to be adopted in eliminating the challenges.

Introduction.

Many types of research have been carried out to extensively analyze the production, distribution and consumption of Coca cola product. As one of the many beverage brands available globally, Coca cola brand has gone against the all odds to build a name at the top. It’s obvious that the brand manufactures have done their best in terms of production and marketing of the products. Therefore, the paper will critically focus on the general overview of the brand. In addition, the paper will identify the available brand equity sources for assessment purposes. Furthermore the distribution patterns of the brand will also have to be dealt with in the
paper.

Brand overview

Brand portfolio.

Coca Cola Company has worked hard to become the biggest company in the production a distribution of soft drinks. It’s the world known brand. The company traces its origin in Atlanta and Georgia. The company is believed to have been formed in the year 1886 by Dr. John Pemberton. However, the company started its operations in the U.S by distributing coca cola brands in the year 1899. The company is proud of introducing many brands on the market, the brands include sprite, Fanta, diet coke, coca cola zero, coca cola life and minute maid among others. However, for the purpose of better understanding, the focus of this paper will narrow down to Fanta Brand.

Brand Elements

The basic elements that can be used to give the best description of the Fanta brand can be identified as follows. First, the brand is known for its perfect packaging skills. For instance, the brand is packaged in glass bottles (250ml to 1litre). The packages bear the names of the product in question. However, Aaker & Keller (1990) argue that besides the physical elements, the Fanta product has some crucial elements in terms of ingredients used to manufacture the product. For instance, the brand contains Carbonated water, sugar, orange fruit, citric acid, vegetable, natural orange flavoring and acidity regulator. Both the physical elements and the chemical elements give the brand a unique feature among the brands of Coca Cola Company at Large.

Sources of brand equity.

Brand awareness

According to Armstrong, Adam Denize, & Kotler (2012) explanations, brand awareness is the creation of general knowledge to the public about the existence of a certain product on the market. For instance, Fanta incorporates various slogans in its advertisement such as, “More Fanta, less serious” which depicts the brand as a relaxer. One knows that by drinking the brand he gets to relax his mind. Furthermore, Atwal & Williams (2009) also emphasize the use of fascinating colors when choosing the brand logo. The action …

Download Full Essay Show full preview

Disclaimer

Examples provided by Homework Lab are intended for the motivation and research purposes only. Do not submit any paper as your own piece of work. Every essay example belongs to students, who hold the copyright for the written content. Please, mind that the samples have been submitted to the Turnitin before and may show plagiarism in case of the repeated submission. Homework Lab does not bear any responsibility for the unauthorized submission of the examples.