Q4: Explain the process of Brand positioning in detail?

Discuss that how your brand has

established positioning through target market, frame of references, point of parity and
point of differentiation.

The Coca-Cola brand represents the most successful product in commercial history and the
outstanding people who make such a great product. Coca-Cola is a leading global brand in the
field of carbonated soft drinks, the group's position ranks fourth among the top five soft drink
brands in the world, including diet Coke, Fanta and Sprite. More than a century is on with many
changes and a new era being opened and changing continuously, Coca-Cola still maintains the
symbol of trust, originality and great refreshment.

Brand Positioning
About 94% of the world's population recognizes Coca-Cola's red-and-white logo and "Coca-
Cola" is the second most widely understood word in the US, just after "OK". In 2019, the value
of Coca-Cola brand will be $ 52.9 billion (published by Forbes). When it comes to carbonated
soft drinks, people probably think of Coca-Cola. Coca-Cola is considered to be a leading player
in the industry. Coca-Cola's promise is to bring benefits and refreshment to everyone it serves.

Market segmentation
Coca-Cola is a famous brand in the world that is no stranger to people today in the world. Coca-
Cola expanded its company and branches in five regions: North America; Latin America;
Europe; Asia; Eurasia and the Middle East; Africa. Coca-Cola focuses on segments in two main
criteria:
Geography: stretching across the country crept everywhere. For example, Coca-Cola Vietnam
has tried to distribute with a dense network from rural to urban areas, from plains to mountains,
from south to north, but still concentrated in densely populated areas. Coca-Cola products appear
in bars, supermarkets, and grocery stores, on the streets to alleys.
Demography: it is about demographic characteristics of different groups: children, adolescents,
middle-aged people, old people are all customers that Coca-Cola wants to target.

Identify target market

Initially, Coca-Cola focused on market segments where demand and characteristics of population
density were high. Coca-Cola carries out the market segment mainly by geography (focusing on
big cities where the population density and frequency of use is high) and by the characteristics of
the population (mostly young people with high products using demand). This is also Coca Cola's
target market segment

Logos and symbols

The Coca-Cola logo is one of the most recognizable symbols in the world, a design that has
become a symbol of American youth's prosperity. Countless variants have been released for
decades.
Slogan
2005: Make It Real
2009: Open Happiness
2011: Share a Coke (Print name on bottle label)
2012: Move to the Beat (Sponsor London 2012 Olympics)
2014: One World, One Game
2016: Taste the Feeling
2019: Chance to Win Gold Every Day

Point of Parity & Point of Difference

Since the competition between the brands has become increasingly stronger, we decided to use
one of the brand positioning techniques to progress in our research about this field and to gather
more material in order to make a better analysis of the situation.

Brand Mantra is a step of this study, it will allow us to collect some information about Coca Cola
by the consumers.

The most repeated and relevant words for Coca Cola are:

 Sharing
 Happiness
 Tasty
 Fresh

The point of parity is that they are two very famous fresh soft drinks. The point of difference is
the image that they reflect: coca cola is an emotional brand. This is due to the advertising
campaigns.