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The customer based brand equity of coca cola reflects the performance of coca cola and the
performance of all brand elements, marketing campaigns, and CRM strategies even every
strategy and actions of companys effect in building brand equity. The pyramid reflects that coca
cola has resonated nearly everywhere as its brand promise of fun, refreshment and freedom. It
has successfully maintained its brand awareness since 1986. Its performance and strong unique
favorable associations have helped the brand to have strong image and customers judgments and
feelings towards it. Therefore it is enjoying the loyalty of large market share and the position at
top in the market. It reinforces its deep customer connection with the brand.
The Coca-Cola Company has come up with many exciting ways to thank its loyal customers for
making Coke what it is today. Celebrations are taking place around the globe.
In the summer in the United States, Coke released a new packaging size for Coca-Cola
1.25 liters (naturally) and invited people to enjoy "125 Years of Summer Fun."
Community initiative grants were awarded in South Africa that align with the priorities
of"Live for a Difference".
"Live Positively" campaign was launched in Vietnam.
Sustainability initiatives were kicked off in Kenya, including a Kenya Red Cross water
partnership.
Elements of Cokes history was featured at the grand opening of the World of Coca-
Cola exhibition in Russia.
Commemorative postcards were distributed in Brazil to share happiness and
communicate optimism from The Coca-Cola Company associates.
Coke sponsored the Harare International Festival of Arts in Zimbabwe where more than
140 global artists and more than 1000 local artists shared and sold their art.