Essay on Brand Audit of Coca Cola

2739 Words Mar 8th, 2011 11 Pages
Brand Audit


In partial fulfillment of the
Requirements for the degree of

Submitted by:
Santiago, Kevin DJ

March 2011
I. Consumer focused sources of procedures to:
-Assess the health of the brand Coca cola has been top in the market for the last decade or even 2 decades. But can coca cola maintain their top level in the market?
One of the great marketing legend of coca cola is their bottle. That famous bottle was designed so that no matter how many pieces it might be smashed into, each piece would be recognizable as having once been part of a Coca-Cola bottle. What do I mean by that? Even if the logo was removed, or even not recognizable, still Coca cola will be
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But the ever popular version is the famous 1915’s curved-vessel bottle called the “contour bottle”, better known to many as the “hobble skirt” bottle. Though mistakenly designed as cacao pod, the bottle like Coca-Cola logo has been highly popular and is often regarded as the best design ever.

COLOR: the Coca-Cola brand has been built with a very familiar red and white color scheme. Everything from product packaging to displays in retail stores to advertisements has predominantly used the same color scheme, and as a result the Coke brand is one of the strongest in the world. The Coca-Cola website does use the red and white color scheme, but there is much less red than you would expect.

- 200ml (sakto) bottled coca cola -280ml (8oz) bottled coca cola
- 330ml (12oz) bottled coca cola -350ml in can coca cola
- 500ml bottled coca cola -1000ml (1L) bottled coca cola
- 1.5L Bottled coca cola -2L Bottled Coca cola

-Identify the inherent attributes
In the first quarter of 2010, the Coca-Cola Company posted revenues of $7.53 billion, an increase of nearly 5% from the previous year; operating income increased 17% to $2.18 billion. Net income for the quarter grew more than 19% to $1.6 billion. Worldwide, both unit case and concentrate volumes increased 3% compared to Q1 2009. Eurasia and Africa experienced the greatest growth with an 11% increase in unit

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