coca-cola - strategic brand analysis
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TRANSCRIPT
Strategic Brand AnalysisMauricio Veiga
About KO
19.600 servings per second.
125 years in business
John PembertonInventor
49 consecutive years with increased
dividends
3,500+Beverages
Non-Alcoholic and ready-to-drink beverages
Main Branding Elements
Customer Analysis
Trends
Motivations
Trends
Unmet Needs Segmentation
Competitors’ Analysis
•Brand Image/Identity•Strengths and Strategies•Vulnerabilities
Self-Analysis
•Existing Brand Image
•Brand Heritage
•Strengths and Capabilities
•Organization Values
