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Would You Like A Coke?
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When the weather is hot and you are longing for a cool, fizzy and distinctive tasting cola,
which brand comes to mind? Based on a street survey recently conducted on 100 consumers
from Malaysia, majority of them chose Coke as among their top five favourite drinks, showing
strong brand equity that was achieved through its brand protection.
The brand equity of Coke can be seen in the results that were derived from the survey…
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90% |
agree that they would recognise the Coke bottle shape immediately |
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95% |
agree that Coke is a well-known brand |
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79% |
say that Coke has a distinctive taste |
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100% |
can recognise the brand elements of Coke including its brand colours, bottle shape and the black-coloured fizzy drink |
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More Than Just A Coke |
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The survey showed that Coke has more than just one aspect of its brand that
many consumers around the world can relate to. It has achieved brand equity
by understanding the trends and forces that will shape its brand, and tapped
on the right marketing initiatives along with brand protection to make it an
exclusive brand experience for everyone. This year, Coke was among the top
ten most
admired brands in the world.
Not only that, Coke’s brand is well-recognised in many other parts of the
world and was named among the most respected companies in India in the year
2007, among the many other awards and recognition.
Besides being one of the most valuable and wanted brand in the world, Coke
was and still is recognised through its contribution in making the world a
better place. Go Green efforts, funds and donations for the needy around
the world have been a few of the things the Coke brand is admired for as it
gives good brand equity for all. |
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Share A Coke With The World |
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The tangible values of brand protection via trademark, copyright, licenses, patents and
more are a continuous effort since the first trademark that was done back in
1944. With Coke’s vast innovative ideas and plans, the brand took the initiative
to protect every aspect of the brand in order to create better and stronger brand equity.
With the tangible values taken care of, the Emotional Selling Proposition (ESP) of Coke has got its
consumers talking about the brand that they can identify anywhere. Numerous advertisements |
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starred by well-known figures, be it from the movie or sports industry, made Coke become a
brand that is well-attached to its consumers.
John Pemberton may not have realised the mega-extensive growth that the Coke brand will see
when he stumbled upon the ingredient in the late 19th century but with the right marketing
tactics, today Coke has dominated the soft-drink world. This goes to say that when you have
an idea to build your brand, love it and protect it and see it grow to be a distinctive
brand in the market. |
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Now, let’s see how Coke is being protected through its classic contour bottle... |
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continue to read on BRANDsense |
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Disclaimer
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and names of others.
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copyright © 2010 peopalove™. All rights reserved |
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