Contrast Coke And Mcdonald's Global Branding Strategies
Coca-Cola’ products are available in more than 200 countries. It’s the most well-known brand in the world, is consistently growing and has ranking as largest beverage company in the world.
But it has been survived just because of its best global branding strategies. Currently, over 70% of its income is being generated by non-US sources.
Macdonald is ranked as the 6th most important brand in the world and is one of the most visited restaurants. It is serving in more than 117 countries, feeding millions of customers every day.
Similarities of Branding Strategies of Coke and Macdonald:
Coca-Cola has remained …show more content…
Lost sources of brand equity could be refurbished or new ones be established by endeavoring a little on changing brand elements like the tagline and logo; altering the supporting marketing program or leveraging new secondary associations. Aiming to revitalize the positioning of the brand, any positive associations that have blurred need to be reinforced, negative associations be neutralized, and additional positive associations could be built up. As far as Motorola is concerned, it mainly failed to adapt with the increasing digitalization and technological advancement. The breakthrough could be possible only if there’s an upgrading of Motorola’s in built software, configuration of Android like that of other smart phones, that would help this brand regain its point of parity association, thereby making it competitive in the market. To possess in-built Android software in a cell phone is becoming an essential and a highly sought after feature amongst customers in the target market. Thus, Motorola needs to work hard on it so that it’s able to compete with other mature and highly demanded smart phones. In this way its uses may be diversified as they will no longer be limited to making phone calls, sending text messages, enjoying Bluetooth or Mp3 player, but to facilitating its users so that they are able to entertain themselves with social media Apps …show more content…
Now they have 12 brands up from four brands in 1999 that generate sales over €1 billion (about $1.27 billion). The main brands are Knorr, Dove, Lipton, Hellman’s and Bird’s-eye. Procurement standardization and improved product mix supported operating margins of close to 15 percent, compared with 11.2 percent in 1999.
In 2003, however, the plan faltered. As competition intensified, the top-line growth rate slowed from 5.4 percent to below 4 percent. New product fads, such as that for low-carbohydrate foods, seemed to pass Unilever by.
The Unilever brand portfolio shows, how the name,”Unilever” in itself, is a guarantee of a certain quality for the consumers, reason why, all the offerings under the name,” Unilever” have been a tremendous success. Unilever, the umbrella brand, has penetrated in different markets, so as to acquire a larger market share, and minimize potential risks of bankruptcy. One can very well learn a lesson from Unilever, that a few well known, well developed brands, under one umbrella brand, are enough to maintain a rather respectable position in the