[经济╱管理]可口可乐品牌管理英文版

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1、contentspartone:prefaceP1parttwo:CocaColabrand'sbackground(1)whatisbrandandthehistoryofcoca—colabrandP2(2)Coca—ColabrandpositionperformanceandachievementsP2Partthree:Coca-Cola'sbrandstrategyanalysis（1）Brand’scultureP3（2）Brandpositioning1.Theestablishmentofthetargetma

2、rketP32.EstablishingpointsofparityandofdifferenceP4（3）howtomakingabrandstrong1.coca—cola’sbrandbuidingblocksP52.BrandextensionstrategyP6(coffedrinksanddairydrinkextension)3.brandMarketingstrategytowinP8partfour:ConclusionsandrecommendationsP1010BrandanalysisofCoca--C

3、olaThesummary:Thebrandisakindofintangibleassets,it’sansymbolthataproductandaenterprisedifferentfromotherproductsandotherenterprise.Enterprisewanttohasaplaceinthemarkeoffiercecompetitiont,somuststrengthenthebrandmanagement,setupenterprise'scorecompetitiveability.Forbu

4、sinesses,thebrandisthecompetitiveedge,andthebrandisvitality.Buildingstrongbrandsasforanenterprise,itisasignificantthings,istheenterprisecorecompetitiveadvantagesforthefoundation,isalsothekeyifyoucanstanduprapidlyinthecontemporaryinternationalmarket.nomatterthesizeand

5、thequalificationsbeenterpriseare,wanttowinInthecompetition,mustwillfocusoncreatinghascorecompetitiveadvantagesof"astrongbrand."TodayCoca-Colahavesuchastrongbrand,canrootedineveryconsumer'sheart,thankstoitsuniquebrandstrategyandbrandimage.Tobetheworld'sfirststrongbran

6、d,andisthebrotherinthesoftdrinksmarketandonehundredyearschangeless.Keyword:strongbrandcoca—colabrandstrategyPartone:preface"IfCoca-Colafactoryburnedoff,theworld'seachbigmediaofthefrontpageiscertaintothebankthatloanstoCoca-Colasecondday”ThisisthemosttalkedaboutCoca-Co

7、laintheword.Coca-Colaistheworld'sfirstbrand,brandvaluehasamountedtomorethan700dollars.Andthelifecycleislong,widerangeofradiation.Coca-Colawasbornfrom1886,andnowhasbeen209yearsold.Accordingtotheproductlifecycleandprinciple,theproductintothemarket,shouldfollowthegrowth

8、,maturityandthedeclineofthelifecycle.ButCoca-Colaasanexception,Itcontinuouslytoenternewmarketsintheworld,Stilldoesnothaveenteredint