Brand Analysis Report
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Brand Analysis Report
Brand Analysis代写 CocaCola has been the dominant player in the market due to its first-mover advantage and brand establishment.
Brand Overview
Coca-Cola Company has more than 500 brands making the biggest brand in the world. Besides Coca-Cola, the company has other subsidiary brands under its name. According to Moye (2018), the company will remain the leading manufacturer and distributor of beverages, soft drinks, coffee, and teas, as well as other types of juices. Coca-Cola owns one of the largest distributions and marketing network across more than 200 countries. Brand Analysis代写**成品
It serves more than 1.6 million customers per day. In the last ten years the company has generated $120 billion value to shareholders and potential future growth (Schram, Labonte, Baker, Friel, Reeves, & Stuckler, 2015, p. 41). The growth and consumers’ preference for the Coca-Cala brand are vested in the company’s diversified market approach in response to the tastes and preferences of consumers.
That is, the company offers innovative drinks that provide health benefits, make smaller and convenient packaging, and provide clear, and easy to read ingredient information. The company market strategy is aligned with consumer buying changes, decision-making, changing values, and social culture.
CocaCola brands are categorized as soft drinks, energy drinks, and waters. Brand Analysis代写
Each category of the product targets specific needs in the market especially parties and refreshments. However, these brands are faced with competition from other products primarily from Pepsi (Hafiz, 2015, p.100). Similar to CocaCola products, Pepsi products are beverages in the category of soft drinks, energy drinks, and water. Nonetheless, CocaCola has been the dominant player in the market due to its first-mover advantage and brand establishment.
Identification and Major Impacts of Relevant Theories and Concepts
Freudian Psychoanalytical Model Brand Analysis代写
The fundamental idea of human personality is explained using the Psychodynamic theory of consumer behavior.
The model states that behavior is developed through the interaction of instinctive drives and unconscious forces of the individual (Udo-Imeh, Awara, and Essien, 2015). According to Freud, there unconscious psychological forces that shape human motivation towards particular characters. He added that the human psyche remains the source of urge and drive as humans grow. The ego is the conscious part of human personality and is used to display the character as well as mediate the id and superego. Brand Analysis代写**成品
The superego, on the other hand, is the instinctive drive to socially acceptable behaviors and is programmed to avoid shame and guilt. The feelings that cause degradation are suppressed to the subconscious. Personality is dynamic and varies widely. Thus, it makes individuals unique and how they can be influenced or respond to external stimuli.
Additionally, it was the idea that human being’s behavior is driven by irrational forces. Brand Analysis代写
It elicited Freud to study human decision-making process that is influenced by internal features that are beyond individual controls. To test his theory, he tried to manipulate people’s behavior without them realizing it. He dedicated his efforts to get women to smoke. The claim he made was to try to equate and challenge men’s power. The campaign was called “Touches of Freedom” in the disguise of research. Bernays rented space at Vogue, a famous fashion and design magazine that most women read. The article claimed that lighting a cigarette and smoking in public would contribute to enforcing and expanding women’s rights and influence in society. The article was successful in influencing women’s behavior. Brand Analysis代写**成品
After Freud’s prove of hypothesis, other marketers are using the same method of psychoanalytic theory to influence consumer behavior. The main application is through brand images. The target is that if the brand can create consumers’ wish, fantasy, aggression or escape from real life, then prospective consumers are more likely to identify the product to their desire and buy more or it.
Freud’s theory introduces the role of unconscious motivations in consumer response to marketing as well as purchase behavior. Brand Analysis代写
It also helps in the understanding of how personality is used to balance needs and what is acceptable to the world (Solomon, Dahl, White, Zaichkowsky, and Polegato, 2014). According to them, the personality influence how people respond to marketing stimuli. Therefore, the Coca-Cola company has mastered the consumer psyches to understand their subconscious reasons why they buy from it. The company has created a brand image that appeals for a sincere wish, fantasy, power, and more than equates to consumer desires.
Coca-Cola Company has utilized psychoanalytic theory in shaping consumer perspective and motivation towards its brands.
Consumers are motivated by the symbolic and economic functions of a brand, and hence the company has produced a variety of shapes and sizes, colors, and ingredients as well as pricing to elicit certain connotations on the products. In so doing, the company appears to mind the social-cultural, economic and health concerns of consumers. Thus, consumers find themselves buying these products by being social brands. Consistent advertisement using mix messages connotated as hope, emotional, power, aggression or happiness, among others creates a subconscious yet positive perception about the brand.
The Pavlovian Learning Model Brand Analysis代写
A Russian psychologist, Pavlov, developed the model. He used a bell to condition a dog that every time the bell rings, it is time for feeding (Limbad, 2013 p. 197). He discovered that every time he rang the bell, the dog would salivate with anticipation to be fed. He would even induce the dog to salivate with r without food. The conclusion was that learning is a process of association, and many human behaviors can be conditioned in similar ways. The model is based on four fundamental concepts including drive, cue, response, and reinforcement. Brand Analysis代写**成品
Later, Pavlov’s theory developed into classical conditioning, which means learning that is associated with an unconditional stimulus that leads to a response to a new conditioned stimulus. Thus, over time, the new stimulus brings about the same reaction. According to Hsu and Chen (2016), the theory is applied in branding and marketing of various brands. The aim is to make consumers associate with the brand name or product with particular perception an after continuous exposure to the marketing efforts and experience with the brand or product.
Coca-Cola has effectively used this classical conditioning for years. Brand Analysis代写
Thirst is an unconditional response that is generated by external stimuli like heat and sports. The company’s marketing and branding have been strategic in placing and associating its brands with these unconditional stimuli repeatedly. Notably, “Thanda Matlab Coca-Cola,” plays the role of conditioned learning that works to uncontrolled stimuli such as sports (Chakraborty, 2013). Thanda is a Hindi word which means a cold drink and has been ingrained in Indian culture. It is usual for an Indian to ask a guest, Kuch Thanda lenge yaa garam? (Would you prefer having something cold or hot?). Brand Analysis代写**成品
After the advert, hawkers began selling cold coke or chilled water while shouting, “Thanda! Thanda!”. The use of familiar word to Indians and linking it to Coca-Cola made Indians associate coke with coolness The use of cold coke as conditioned stimulus over time has been used to induce unconditioned stimulus like dehydration and heat in the brain, and hence consumers feel thirsty just by seeing a poster of coke without the experience of thirst. The branding and marketing have conditioned consumers to not only have coke when thirsty but feel thirsty when they see it.
Integration of Theories and Concepts in Coca-Cola Marketing and Branding Brand Analysis代写
Both psychological and sociological factors influence customer behaviors (Foxall, 2014, p. 60). Coca-Cola is very successful in changing customer behaviors. The company itself is a symbol of taste. Also, it has come in touch with the modern culture of increased consumption of soft drinks, particularly among the younger generation. Besides the company is guided by the fact that consumers are loyal to products they knowledge of and trust (Gecti, and Zengin, 2013, p. 111). Brand Analysis代写**成品
Thus, it must remain open to brand innovation and extension to meet consumer needs. The company’s ability to provide its customers with a diverse range of valuable drinks ensures the company remains resilient despite economic challenges. In this regard, several theories and concepts have been selected to explain the continues loyalty to Coca-Cola products over the years.
Psychological Influence Brand Analysis代写
Customers are able to collect and identify the information they need using modern technologies before making any purchase decision (Iacobucci, 2014). Enterprises deliver senses to consumers who are biased and selective. As such, Coca-Cola has harnessed appearance, sound, tastes, smell, and touch to create superior brands in the market. The marketing information creates senses that develop consumer sensation and perception of the company brands. The attitude and feeling of the brand to the customers determine its acceptance. On the other hand, recognition is enhanced by learning and memory. Therefore, the company creates branding and marketing that are strategic to enhancing customer perception of value, learning, and memory.
In these regards, the company logo is a mix of red and white. Brand Analysis代写
Sometimes the logo alternates red and white background with a corresponding white or red letters. The sharp contrast of color represents a strong brand identity for consumers. The red color in white is a representation of passion and good life (Pasupati, 2013, p. 4). Coke has a distinctive taste compared to other brands in the market. The formula used to produce the Coca-Cola drink makes it have a unique taste for the consumer. The company branding and marketing invoke consumers’ senses value and impressive. Brand Analysis代写**成品
Additionally, Coca-Cola has mastered the art of reaching out to people from every walks of life and hence increase its exposure to the consumer. The efforts make sure that people are familiar with the Coca-Cola bottle image. The company uses adverts in movies, music, and sports to make people feel connected to its brand (Coca-Cola, 2016). The repeated exposure increases consumer perceived sensation and perception of coke.
Moreover, the company has a Coca-Cola capsule collection that happens every year in major cities. Brand Analysis代写
The company works with leading fashion designers and creatives to develop fashion collections for runways retail (Coca-Cola, 2016). The events promote positive brand identity that consumers are exposed to. It also delivers an appeal for an active lifestyle and living a good life. Though repeated adverts in media and places, the company has managed to brand perception. When the company brands are widely recognized, association with the increase in the process of learning and memorizing (Solomon, Dahl, White, Zaichkowsky, and Polegato, 2014) and have been one of the essential branding and marketing pillars of Coca-Cola.
Sociological Influence Brand Analysis代写
The consumer attitude and decision-making process are critical in deciding sociological influences.
A consumer decision is whether to purchase a brand or whether the brand is worth repeated purchases. View towards a specific product or brand is shaped by psychological perception and memory. Nonetheless, social-cultural factors affect the decision-making process of a consumer. It is assumed that all consumers are peculiar in their behavior, but social-cultural background shapes brand choice and preferences. For example, carbonated coke soda is more preferred by young people but less attractive to children and older people (Coca-Cola, 2016; Broniarczyk and Griffin, 2014, p. 620). In some parts of the world like western countries where fasts foods are highly consumed, coke is a preferred drink.
On the contrary, countries in eastern parts such as China and Korea. Brand Analysis代写
Where fast foods are not much consumed but take more traditionally oriented foods, coke drinks are not attractive. Other people have become concerned with their healthy diet and regard carbonated coke as highly fatty and sugary (Thogersen et al. 2012 p. 190; Selma Ozdipciner, Li, and Uysal, 2012 p. 40). These are critical market dynamics that Coca-Cola has been dealing with to make a world break-through as the most preferred brand. Brand Analysis代写**成品
Therefore, the above social-cultural differences and changes need marketing and branding strategies to maintain the company attractiveness in the global market.
In response, the company has remained innovative to changes (Coca-Cola, 2016). It has diversified to other drinks like juice, tea, water, and coffee, as shown in figure 5 below. The company has also considered a special segment of consumers who mind their diet or have health issues by introducing low sugar and no- calories, caffeine-free, and low sodium drinks. The consumer has various products to choose from depending on their age, health, culture, and preferences. Brand Analysis代写**成品
Also, many innovative products aligned with the same brand increase consumer choices. The choices reduce challenges from social-cultural differences. Therefore, the buying decision is determined by the fact that consumers accept Coca-Cola as a brand category that is valuable and acceptable to them.
Figure 5: Coca-Cola brand categories
Consumer Perceived Value Brand Analysis代写
Coca-Cola Company was founded on creating value for consumers. When it was started in the late 1800s, the drink was believed to have medicinal value to people and hence consumer perceived value. The brand value has long been created by how the company market and brand itself. Thus, the success of Coca-Cola products is determined by the consumer to believe that they can satisfy their needs. It is an onus to the management to develop consumer interpretation and reaction to the branding and marketing messages.
Therefore, the consumer perception of the value of Coca-Cola drinks lies in the following:
i. Image of the brand:
The company brand ambassadors give an association with youth, status, and energy, as shown in figure 1 below. The picture shows a man holding a Coca-Cola drink with a lady beside him as he flaunts his power. The image portrays youthful romance that is identified with the whole brand aura. It is an appeal to the change of attitude towards the brand.
Figure 1: Coca-Cola Billboard
ii. Open happiness:
Figure 2: Coca-Cola Slogan
Coca-Cola has been projected as the “US” brand (Hodgson, 2017). The company believes in bringing people together (figure 2). Over time, it consumers came to identify the brand as an integral part of most celebrations especially Christmas as shown in figure 3
Figure 3: Santa Clause and Christmas
It is difficult to talk of Christmas Santa Claus during Christmas without Coca-Cola drinks. Therefore, coke has appealed to the consumers’ cultural and social behavior such as family get together and festivals, and hence it has become part of cultural heritage. The images elicit consumer change of perception on the brand and think of it as fun and delightful.
iii. Live Positively:
Coke has positioned itself as a brand of optimism, as shown in figure 4 above (Hodgson, 2017). The image is emotional marketing and shows that coke is drunk at the time of emotional distress or low mood to regain positive feelings. The marketing strategy encourages consumers to drink a coke with a smile and a sense of joy in the heart.
Figure 4: Emotional Marketing
iv. Refresh, relax, and enjoy:
The company managed to portray coke as a brand that offers refreshment and relation in need for quenching thirst and acquire flavor. The campaign “Thanda Matlab Coca-Cola”appeal to consumers to associate coke with the need to take chilled drinks (Garu, 2016). The advert portrays coke as an element of enjoyment between work breaks and parties.
Future Trend Brand Analysis代写
The emerging trends in consumer behavior are driven by the present millennials and generation Z and which constitute the largest groups in the population. These groups only differ marginally in preferences where millennials are value-driven and price-sensitive while generation Z focus on brand social responsibility and intolerant of inferior services. Thus, these groups are vital in determining future trends in consumer behavior. Brand Analysis代写**成品
The global market is shifting in regards to the consumption of non-alcoholic drinks and beverages.
According to Coldbert (2019) reporting for KPMG, there are five key trends identifiable with the consumer habits that are changing away from traditional drinks like soft drinks and beer. Notably, consumers have an increased focus on health and wellness. In particular, millennials are more health-conscious and hence willing to buy new healthier alternative drinks. As such, Coca-Cola has been very dynamic in responding to these trends by producing sparkling water and calorie and sugar-free brands.
Another aspect of change is the premiumization of brands. Brand Analysis代写
The global economy is growing, and hence consumers are becoming more interested in buying expensive drinks. The increase of access to roasted coffee has turned consumers into coffee connoisseurs. Consumers no longer mind the price of coffee as long as it offers the satisfaction they need. These alcohol and calorie-free beverages have become famous in modern consumers. Besides, there is a trend of creating convenience in beverage products. Beer and soda are no longer the only ones in cans. There are canned coffee and fruit juices that consumers find easy to grab and go convenience because of busy lifestyles. Brand Analysis代写**成品
Moreover, the emergence of big data analytics and modeling has changed how consumer behavior is predicted.
Big data continue to create opportunities for marketers to scour data and uncover potential consumers’ needs and preferences as well as their buying behavior (Ahmed et al. 2017 p. 460). The trend is made possible by the growth in the internet of things. Businesses like Coca-Cola will able to target and customize their marketing strategies using predictive models for improved branding efforts. Internet of things and big data analytics have made it possible to reach out to a large pool of prospective consumers conveniently and at a lower cost.
References Brand Analysis代写
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Ahmed, E., Yaqoob, I., Hashem, I.A.T., Khan, I., Ahmed, A.I.A., Imran, M. and Vasilakos, A.V., 2017. The role of big data analytics in the Internet of Things. Computer Networks, 129, pp.459-471.
Broniarczyk, S.M., and Griffin, J.G., 2014. Decision difficulty in the age of consumer empowerment. Journal of Consumer Psychology, 24(4), pp.608-625.
Coca-Cola.com. 2016. Available from http://www.coca-colacompany.com/ (Accessed: 4 October 2019)
Coldbert, R., 2019. Five trends transforming the beverage industry. Available from https://home.kpmg/xx/en/blogs/home/posts/2019/08/five-trends-transforming-the-beverage-industry.html (Accessed: 4 October 2019)
Chakraborty, A., 2013. Understanding Coca-Cola’s Brand Strategy Using Pavlovian Conditioning. Available from https://medium.com/coffee-and-junk/understanding-coca-colas-brand-strategy-using-pavlovian-conditioning-87dfa23b50bf (Accessed: 4 October 2019)
F-J
Foxall, G.R., 2014. Consumer Behaviour (RLE Consumer Behaviour): A Practical Guide. Routledge.
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Hodgson, S., 2017. Born in the USA: Coca-Cola, the brand that turned Christmas red. Available from https://fabrikbrands.com/coca-cola-the-brand-that-turned-christmas-red/ (Accessed: 4 October 2019)
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L-U Brand Analysis代写
Limbad, S.J., 2013. The application of classical conditioning theory in advertisements. International Journal of Marketing and Technology, 3(4), p.197.
Moye, J., 2018. ‘What People Want is at the Heart of our Strategy to Succeed,’ Coca-Cola CEO Tells Shareowners. Available from https://www.coca-colacompany.com/stories/_what-people-want-is-at-the-heart-of-our-strategy-to-succeed–co (Accessed: 4 October 2019)
Pasupati, W.G., 2013. Verbal and Visual Messages in Coca-Cola Advertisements.
Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L., and Polegato, R., 2014. Consumer behavior: Buying, having and being (Vol. 10). Toronto, Canada: Pearson.
Selma Ozdipciner, N., Li, X. and Uysal, M., 2012. Cross-cultural differences in purchase decision-making criteria. International journal of culture, tourism, and hospitality research, 6(1), pp.34-43.
Schram, A., Labonte, R., Baker, P., Friel, S., Reeves, A. and Stuckler, D., 2015. The role of trade and investment liberalization in the sugar-sweetened carbonated beverages market: a natural experiment contrasting Vietnam and the Philippines. Globalization and health, 11(1), p.41.
Thogersen, J., Jorgensen, A.K., and Sandager, S., 2012. Consumer decision making regarding a “green” everyday product. Psychology & Marketing, 29(4), pp.187-197.
Udo-Imeh, P, T., Awara, N, F., and Essien, E, E. 2015. Personality and Consumer Behaviour: a review (Online). Available from http://www.iiste.org/Journals/index.php/EJBM/article/viewFile/23192/23751 (Accessed: 4 October 2019)
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