1.

Compare and Contrast Aakers brand equity model and Kellers Brand resonance Mode

Aaker’s model:

Brand Loyalty- As we can see from exhibit 3, the market share of Coca Cola India Pvt Ltd. is
decreasing from 2013 to 2016, whereas the market share of Parle Agro Pvt Ltd is increasing.
We can say that the loyalty of customers is decreasing as more and more customers are
shifting towards energy drinks (non carbonated)
Brand Awareness- Coca Cola has endorsed various Indian celebrities in their advertising
campaigns. For e.g. in their first advertising campaign they endorsed actress Aishwarya Rai and
actor Hrithik Roshan in order to appeal to a mass audience. Therefore Coca Cola has a huge
brand awareness in the market.
Perceived Quality- Coca Cola has a wide range of product portfolio. It offers products ranging
from carbonated soft drinks to energy drinks. It is perceived as a brand which is “one stop shop”
that caters to all beverage needs.
Brand association- Coca Cola is associated with happiness, celebration and refreshment.
Starting from its inception the taglines of Coca Cola emphasized on these attributes. Whenever
we hear Coca Cola we think of celebration, that's the kind of brand association Coca Cola has.
Other proprietary assets- They have the advantage of being the first mover in the industry
(Indian market). Apparently they are the market leader in the beverage industry.
STAGES OF BRAND DEVELOPMENT:

1) Salience: (Identity)
Salience can be better understood by asking a question, “Who are you?”. Coca-Cola’s
identity was perceived as a carbonated drink brand whose market share was decreasing
as health concerns were increasing. This is why Coca-cola was trying to enter the health
drink segment after its second entry in India.

2) Performance and Imagery: (Meaning)

To understand this, a question that can help is “what are you?” To answer this we can
use the points of parity and points of differentiation of the brand with its competitors. So,
the parity points are that all its competitors are also catering to carbonated drink
segments but they have to come up with a good POD in the health drink segment as
they are new in that segment.

3) Judgements and Feelings: (Response)

The question asked here is “what about you?” In this stage, the company searches for
the positive accessible reactions from the target audience.

4) Resonance: (Relationships)
In this stage of brand development, the question that should be asked is “what about you
and me?” Coca-cola should know how their relationship is with the customers now? As
they are moving towards health drink segments, they should look for constant feedback
from the customers about the products and brand perception.
 Both Aaker and Keller model give advice to build brand equity. Aaker model generally
outlines guidelines for each dimension of brand equity, while Keller suggests a 4 step
process of building strong equity. The concept of the Keller model is more detailed and
therefore more useful. Nevertheless, both models outlined the need to understand how
customers respond to the brands and its marketing activity so as brand building
strategies can develop into the desired dire

Question 2) 2. How should the company shape its marketing strategies based on the
brand equity model?
Answer -
Problem statement -
1. What should coca-cola do to move beyond its core competency?
2. How should they derive their comprehensive marketing strategies?

Comprehensive marketing strategies need to be solved following problems

1. Their share in their core competency was decreasing
2. To solve the dilemma of entering into different segments
3. How can they again come to the path of growth?
4. To establish a noticeable POD
5. To regain their lost loyalty
Situational analysis - From the below table we can see the market share of Coca Cola India Pvt
Ltd. is decreasing from 2013 to 2016. As the internet penetration is increasing and more and
more consumers are becoming aware about healthy diet, consumers are shifting their
preference towards healthier drinks/energy drinks. That’s why the market share of core products
of Coca Cola is decreasing.
Marketing strategies -
So, from the above two models, we can derive the following marketing strategy to solve the
maximum of the problem

Since, from exhibits 3 and 5, we can say the market for carbonated drinks has achieved a
matured stage.
1. Thus, to tap the growth they should enter into new markets with growth opportunities,
and then they can capture the market with their existing sales and distribution channels.
2. They should also try to form new segments like some for the health-based drinks such
as drinks with infused vitamins, herbs etc so that they can have differentiable POD.
3. Since they can fixed vision but the variable mission and positioning, thus they should
now change to make it more contemporary and thus should study changing consumer
behavior and thus they can and should study that and should bring new innovative ideas
to capture

20M110 – Chandrakant Vadluru

20M122 - Kashish Kandhari
20M132 – Prateek Agnihotri
20M147 – Sneha Bhujbal