Jelmond Duffergrey M.

Ragudo Assignment in Marketing

BSA23 Luisito Masanga, PhD

1. A strong brand is often considered by managers to be their company’s most

important

asset. Interbrand, the branding consultancy, analyses economic earnings

forecasts for the world’s best-known brands and translate those forecasts into

brand valuations (www.interbrand.com).

(a) According to recent studies, Coca-Cola tops the list of the world’s strongest

brands,

followed by Microsoft, IBM and GE. Why do these brands command so much

respect?

People of today’s generation also consider the brand of the product when it

comes of choosing a certain product. Some says they choose a certain product

based on their experience to the product, loyalty to that product, affordability of

the price of the product and many more. One of the best reason why these

brands such as Coca-cola, Microsoft, IBM, and Ge a strong brand is that these

products possess a best quality product which most consumers are looking for.

Despite having grown into a massive global industry with innumerable products

another reason why these products earn so much respect is that these products

maintain simplicity in terms of their product simple but world class. Lastly, these

products have so much experience when it comes to their own product. Because

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 these products have been in the long journey it is just that they know how to

manipulate and improve more their products.

(b) What makes a strong brand? How would you measure brand equity?

For me there are the 3 things that make a strong brand. First is Consistency. If

the brand company is consistent to their mission and their vision in providing

service to the consumer, then the brand is a strong brand. Second is Community.

A company’s brand is considered strong if the company reaches out and helping

others in the community. Lastly Content, if the content and quality of the brand is

good then it is a strong brand as well.

To measure brand equity

1. Clarify Brand Equity Perspective.

2. Determine Brand Equity Research Goals

3. Understand Customer Brand Attitude

4. Identify Brand Equity Components to Measured

5. Measure Perceived Brand Differentiation Product differentiation

6. Take Qualitative and Quantitative Approaches to Gathering Brand Equity

(c) What does it take a brand (like Coca-Cola) to become the number one brand

in the

world?

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 Coca-Cola is the most known brand around the globe. But the journey was not

that easy for them too. They have followed a few basic rules of the marketing

which are now their USPs. Following are the few iconic marketing strategies

which made Coca-Cola a big name in the industry:

 Simplicity: Simple is beautiful. Coca-Cola has remained consistent when

communicating one strong and effective message: Enduring, simple slogans

such as “Enjoy” and “Happiness” never go out of style and translate easily across

the globe.

 Personalization: Coca-Cola has always emphasized on getting directly

connected to their consumers. They understand that it should find a way to speak

to consumers at a more personal, localized level. Till now every single

advertisement and marketing campaign of Coca-Cola has reflected the essence

of local culture and language in it.

 Socialization: Social media is one of the fastest growing digital marketing tool to

increase the reach of your product globally. Coca-Cola used this tool in an

impressive way to reach their consumer. For example, they have shared a Coke

campaign successfully on social networks to engage consumers and prompt

them to share their Coke experience with others. According to the Wall Street

Journal, there were over 125,000 posts about the campaign in just one month

after they have launched in United states.

 Experience: A most important factor of Coca-Cola’s success is its focus on brand

over product. Coke doesn’t sell a drink in a bottle, it sells “happiness” in a bottle.

They aim to sell consumers the experience and lifestyle associated with its

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 brand. For example: "Coca-Cola friendly twist", one of my favorites coca-cola's

ad campaign, which I would like to share.

(d) Identify the top ten brands in the world today. Examine their websites for

indicators

of brand strength. Based on your answers to question 2(b), draw a grid that

evaluates

each of the brands based on the characteristics you listed. Examine the

information

in your grid. Which company is superior based on your own evaluation?

RANK BRAND INDUSTRY CONSISTENCY COMMUNITY CONTENT

1 Apple Technology

2 Google Technology
3 Microsoft Technology
4 Coca-Cola Beverages
5 Facebook Technology
6 Toyota Automotive
7 IBM Technology
8 Disney Leisure
9 McDonald’s Restaurants
10 GE Diversified

All in all, we could infer that all these companies possess my 3

characteristics of a strong brand that is why these products truly deserve to be on

the top. Since all of them possess all the characteristics I would be basing on

their superiority based on the number of their customers or users and I can say

that facebook is the most superior among them all. Because facebook can be

used even by a middle-class consumer. Also, facebook is consistent when it

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 comes to updating of news, it also has helped a lot of people in community, and

lastly its content is a good quality.

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