David Aaker Model - COKE

 

David Aaker Model

David Aaker Model

- Deepak Bhandari

 

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Mission

To refresh the world... To inspire moments of opmism... To create value and make a dierence.

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BRAND MANAGEMENT

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Established in 1886

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World’s largest beverage company with over 500 brands

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Company’ss porolio includes 12 billion $ brands Company’

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Operaonal Reach = 200+ countries

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1.6 billion servings per day

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Owns 4 of the world’s top 5 non alcoholic sparkling beverage brands (Coca-Cola, Diet Coke, Sprite, Fanta)

Source: hp://www.thecoca-colacompany.com/ 11/02/2021

BRAND MANAGEMENT

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The •

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Brand

Ranked #1 in the ‘Best Global Brands Sur Ranked Survey vey 2009’ for the 10th straight year by Interbrand Brand Equity = 68734 $m Change in brand value from 2008 : 3%

source: www.interbrand.com www.interbrand.com,, JP Morgan Chase

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BRAND MANAGEMENT

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Interbrand Survey

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BRAND MANAGEMENT

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Perspecve of a Strong Brand

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A product An organizaon A person A symbol

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Awareness/familiarity with the brand Informaon on brand aributes or benets Brand Atude Creaon of brand Ad Exposure image/personality Associaon of feeling with the brand

Linkage of the brand with with peers, experts and group norms

Purchase Behavior

Reminder or inducement to brand trial

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BRAND MANAGEMENT

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Familiarity built from aggressive branding and innovave campaigns The refreshing qualies of the beverage conveyed conveyed to consumers Favorable Brand Atude  Coca-Cola perceived as the Ad Exposure ‘Real Refresher’ Coca-Cola became the symbol of fun, carefree American lifestyles

Coca-Cola launched several s everal variants like Diet Coke, Coke BlāK

Purchase Behavior

Coca Cola distributed free drinks coupon in early 19th century

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BRAND MANAGEMENT

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David Aaker Model: 2 Routes Route#1 Brand

Atude

Purchase Behavior

Purchase Behavior

Atude

Adversement

Route#2 Brand Adversement

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Coca-Cola’s case: Route#1

Brand

Atude

Purchase Behavior

Adversement

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Adversements show features, benets, values over and above rivals Adversements lead to formaon of images and personalies of the brand in the minds of consumers

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Formaon of feeling and associaon with the brand

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Coke by route#1 commands long lasng loyalty with the customers

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RC Cola and Virgin Cola: Route#2

Brand Adversement

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Purchase Behavior

Atude

Purchase acvity helps in formaon of +ve/-ve +ve/-ve atude towards the brand RC Cola and Virgin Cola went the heavy sales promoon way, way, RC Cola has been reduced to a discount brand and Virgin Cola is almost exnct except a few places in Europe.

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Evolving adversements

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