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Table of contents
Title Page Number
1, Question 1 3
2, Question 2 4 - 5
3, Q3, Coca Cola: Near and Far 5 - 6
4, Q4, Coca Cola: By nature and compare & contrast 6
5, Placement 6 - 7
Q1, Brand Personality
Brand personality is the concept using which a certain brand is described in human characteristics. This means that terms and characteristics which are synonymous with human beings are used to describe a particular brand. Like human characteristics make a human unique from other of his kind; same is the case for brands. In the same way as humans interact and bind with each other, brand personality is seen as a valuable factor in promoting a particular brand with its potential clientele.
Brand Associations
This can be described as a degree to which a brand can be associated with the other brands in its category. This is based on the customer’s perception of the brand. A very common example is that in Pakistan, majority customers refer to instant noodles as just Maggi or baby disposable diapers to Pampers, it is just due to the fact that, in the customers mind, these words are so common that the complete range is shadowed by such giants.
Sponsorship
Sponsorship is the phenomena of helping anything financially or through the provision of services or products and is mostly done as a marketing effort to get one’s brand identified or stand out in the crowd.
Public Relations
PR is concerned with sustaining and promoting a particular image of any business, celebrity etc with people who are involved with them. It is also used to maintain link with an organizations employees, suppliers, customers etc and its primary task is to keep their area of interest in the limelight in the mind of people to whom it matters.
Positioning
It is the concept with the aid of which marketers of a particular brand determine the segment of public that they intend to target as their potential customers. Segmentation on demographic basis or otherwise is done and then it is determined which particular class would be best suited for the product. Ideally, marketers try to find a market niche for their product or service in order to drive maximum profits from their products. Positioning is important as once it is done then the remaining strategies regarding price, promotion, packaging etc rely on it.
Brand Loyalty
It is based on the customers will to repurchase or continue purchasing a particular item as long term customers are more preferable than short term profits. However, loyalty should be free of all constraints for example if customers are forced to buy a certain product due to lack of variety or competitors in the market then it can not be rightfully termed as loyalty. In order to command a certain level of loyalty, a brand must provide reasons enough to its customers.
Q3, Coca Cola: near and far
Coca Cola sponsors events both; at a local and international level. This is done in order to reinforce the brand image as something they can relate to. Also the brand benefits a lot from its exposure at a global level as it creates an association between itself and the event it is sponsoring. An example can be taken of FIFA world cup or the cricket world cup. When sponsoring such an event, they ensure to enter with the right tone and it is done in such a way that the brand becomes synonymous with the event it is sponsoring. This fact pushes the image of Coca Cola a notch up in the mind of its users. On the local scene, Coca Cola also sponsors events as it is, by nature, a convenience product and they constantly need to stay in the midst of attention of people in such a manner that they can refer it to as something belonging to their geographical area,
something indigenous with them. Also company offices around the world ensure that the brand name Coca Cola is flashed on every local event; like sporting events, fashion shows, music events. Coca Cola around the world strive to establish a link between itself and its clientele. By pursuing this strategy, this brand has profited a lot and continues to do so simply because it is something everybody can refer to.
Q4, Coca Cola: by nature and compare & contrast
I for one would describe Coca Cola as a sort of person who is very much cautious about the message being spread about them as in the sort who would stay constantly vigilant about the word going out but at the same time making everybody around them feel comfortable and natural. Also Coca Cola would be the sort of a person who would like to make their presence felt and follow the rule,” when in Rome, do as Romans do.” And this is the thing about Coca Cola that makes it different. As compared to other brands, in Pakistan, the only serious competition is being offered by Pepsi Co. and the products they are handling. On that front too, Coca Cola is fighting nicely and not giving in to anything. Also, in my opinion, the taste of your regular coke has improved a bit compared to what it used to be a few years ago and is now, better than the regular Pepsi. Although, the range offered by both companies is fairly similar yet somehow Coca Cola manages to stay on top and have captured the local market to quite an extent. In the case of Abbottabad, I would say the credit goes to its distribution teams.
Q5, Placement
In the example that I have discussed, both would fall in the international brand category as both truly are and both brands command their own certain level of brand loyalty. Both are multi national brands and both play it big when it comes to sponsoring global events. It is not as easy as to say, which one is better because frankly, no one has any reason to make such a claim in the first place.
