可口可乐品牌管理英文版Word文档下载推荐.docx

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CocaColabrand'

sbackground

（1）whatisbrandandthehistoryofcoca—colabrandP2

（2）Coca—ColabrandpositionperformanceandachievementsP2

Partthree:

Coca-Cola'

sbrandstrategyanalysis

（1）Brand’scultureP3

（2）Brandpositioning

1.TheestablishmentofthetargetmarketP3

2.EstablishingpointsofparityandofdifferenceP4

（3）howtomakingabrandstrong

1.coca—cola’sbrandbuidingblocksP5

2.BrandextensionstrategyP6

（coffedrinksanddairydrinkextension）

3.brandMarketingstrategytowinP8

partfour:

ConclusionsandrecommendationsP10

BrandanalysisofCoca--Cola

Thesummary:

Thebrandisakindofintangibleassets,it’sansymbolthataproductandaenterprisedifferentfromotherproductsandotherenterprise.Enterprisewanttohasaplaceinthemarkeoffiercecompetitiont,somuststrengthenthebrandmanagement,setupenterprise'

scorecompetitiveability.

Forbusinesses,thebrandisthecompetitiveedge,andthebrandisvitality.Buildingstrongbrandsasforanenterprise,itisasignificantthings,istheenterprisecorecompetitiveadvantagesforthefoundation,isalsothekeyifyoucanstanduprapidlyinthecontemporaryinternationalmarket.nomatterthesizeandthequalificationsbeenterpriseare,wanttowinInthecompetition,mustwillfocusoncreatinghascorecompetitiveadvantagesof"

astrongbrand."

TodayCoca-Colahavesuchastrongbrand,canrootedineveryconsumer'

sheart,thankstoitsuniquebrandstrategyandbrandimage.Tobetheworld'

sfirststrongbrand,andisthebrotherinthesoftdrinksmarketandonehundredyearschangeless.

Keyword:

strongbrandcoca—colabrandstrategy

Partone:

preface

"

IfCoca-Colafactoryburnedoff,theworld'

seachbigmediaofthefrontpageiscertaintothebankthatloanstoCoca-Colasecondday”ThisisthemosttalkedaboutCoca-Colaintheword.

Coca-Colaistheworld'

sfirstbrand,brandvaluehasamountedtomorethan700dollars.Andthelifecycleislong,widerangeofradiation.Coca-Colawasbornfrom1886,andnowhasbeen209yearsold.Accordingtotheproductlifecycleandprinciple,theproductintothemarket,shouldfollowthegrowth,maturityandthedeclineofthelifecycle.ButCoca-Colaasanexception,Itcontinuouslytoenternewmarketsintheworld,Stilldoesnothaveenteredintothematureperiod,havenosignofrecession,EverythingisshouldbeCoca-Cola’sbrand

Parttwo:

sbackground

（一）whatisbrandandthehistoryofcoca—colabrand

Abrandisa“name,term,sign,symbol,ordesign,oracombinationofthem,intendedtoindentifythegoodsandservicesofonesellerorgroupofsellersandtodifferentiatethemfromthoseofcompetition..

CocaColaisatypicalinternationalbrand,ithasthecharacteristicsthataclassicbrandwhichhas.TheCoca-Colacompanywasfoundedin1892,therehavebeen200yearshistory,istheworld'

slargestdrinkscompany.It’sthemarketleaderofcarbonatedsoftdrinksandleadingmanufacturer,with48%oftheworldmarketshare,andtheglobaltop3'

softwo（caca—colaisthenumber1,andthepepsiisthesecond,thelowheatcoca—colathird）

AndCoca-Colaisworldfamoustrademark,thebrandvaluereaches$700.CocaColasoftdrinksisthedominantinChinamarket,seriesproductisthemostpopularsoftdrinkintheChinamarket.AtpresenttheCoca-ColacompanyintheChinamarkethasmorethan50differentdrinks,madeconsumersinvarioussituationallhastherichchoicecanavoidthirst.Throughtheworld'

slargestdistributionsystem,morethanOnebillionpeopleinnearly200countriesenjoyCoca-Colaproductseveryday.

（二）Coca—Colabrandpositionperformanceandachievements

Acompanyorenterprisebrandvalue,haveacertainstrengthjustcansayitisastrongbrand。

Brandpositionestablishedbyitssize,rproducts,andtheheartofthebrandcognitiveandbrandimageofcustomer.Thefollowingthree,willfullyreflecttheCoca-Colathisstrongbrandandtheimageintheconsumers'

mind.

1.Thetwentiethcentury,theworldhasthreeofthemostpopularword,thefirstoneisthegod,thesecondoneisshe,thethirdiscoca---cola.weCanseeoutthatCocaColabrandpositionhavealreadythoroughpopularfeelinginthetwentiethcentury,intheheartoftheconsumershaveequaltothelifeofgod,consumers'

lifehavethesignificantinfluence.

2.Coca-Cola'

sbrandpositionisalsowell-deserved,becauseofhastheabundantfundandscale.BorrowawordfromCoca-Cola'

sPresident,wecanunderstandtheCocaColabrandissopowerful.Coca-Cola'

sPresidentonceproudlysaidthateveniftheworldofcokefactorieswasburneddownonthenight.Hecanalsoletallfactorygetreconstructionthesecondday.Butthisisnotboast,hewasawarethatthisnameofCoca-Cola'

svalue.

3.Atthesametime,C