How Coca-Cola Uses Brand Equity
The Coca-Cola Company wears its royal red banner high and proud. The association of Coca-Cola’s reputable brand and its world-renowned syrup-based beverage has become synonymous to being that “certain thirst-quencher” very well-incorporated in everyday lifestyle of many, but how do they use brand equity?
Brand equity is the added value endowed to products and services (Kotler, Keller, Ang, Leong, and Tan 283). Being that brand equity is of an intangible worth which includes the public perception of the brand and its company, the marketable strength of the brand versus its competitors, and everything else in between, it covers a wide scope of factors to consider hence The Coca-Cola Company ensures that all is kept with constant follow up in marketing, advertising, promotions, and sponsorships. The company keeps its brand equity strong, paying keen attention to how it can constantly improve its methods of brand visibility. The company has become the pioneer in opting to advertise its billboards in high-definition (HD), bringing a more dynamic way of presenting the Coca Cola emblem, which have numerous advantages, ranging from brand maintenance, sustainability, and even environmental issues (“Case Study: Coca-Cola”).
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Over the years, the Coca-Cola Company has chosen strategic events and venues not only with that of mass appeal and of quality but also and more importantly, where premium product placement and brand visibility are guaranteed. A primary example would be the Olympics Games where a strong and continuous partnership is still present (“The Olympic Games”). Choosing such events that cater to positive human emotions creates an even more positive association with the brand. The Coca-Cola Company understands the significance of brand knowledge, in which efforts are exerted to keep its brand maintained at a level where recognition, patronization, and loyalty are secured and preserved—to sustain brand equity (Kotler et al 284).
“Case Study: Coca-Cola.” The Economic Times. 23 April 2008. 12 September 2008
Kotler, Philip, Kevin Lane Keller, Swee Hoon Ang, Siew Meng Leong, and Chin
Tiong Tan. Marketing Management: An Asian Perspective. Singapore: Prentice
“The Olympic Games.” The Coca Cola Company. 2008.12 September 2008
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