[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.Theestablishment

2、ofthetargetmarketP32.EstablishingpointsofparityandofdifferenceP4（3）howtomakingabrandstrong1.coca—cola’sbrandbuidingblocksP52.BrandextensionstrategyP6(coffedrinksanddairydrinkextension)3.brandMarketingstrategytowinP8partfour:ConclusionsandrecommendationsP

3、1010BrandanalysisofCoca--ColaThesummary:Thebrandisakindofintangibleassets,it’sansymbolthataproductandaenterprisedifferentfromotherproductsandotherenterprise.Enterprisewanttohasaplaceinthemarkeoffiercecompetitiont,somuststrengthenthebrandmanagement,setupe

4、nterprise'scorecompetitiveability.Forbusinesses,thebrandisthecompetitiveedge,andthebrandisvitality.Buildingstrongbrandsasforanenterprise,itisasignificantthings,istheenterprisecorecompetitiveadvantagesforthefoundation,isalsothekeyifyoucanstanduprapidlyint

5、hecontemporaryinternationalmarket.nomatterthesizeandthequalificationsbeenterpriseare,wanttowinInthecompetition,mustwillfocusoncreatinghascorecompetitiveadvantagesof"astrongbrand."TodayCoca-Colahavesuchastrongbrand,canrootedineveryconsumer'sheart,thanksto

6、itsuniquebrandstrategyandbrandimage.Tobetheworld'sfirststrongbrand,andisthebrotherinthesoftdrinksmarketandonehundredyearschangeless.Keyword:strongbrandcoca—colabrandstrategyPartone:preface"IfCoca-Colafactoryburnedoff,theworld'seachbigmediaofthefrontpagei

7、scertaintothebankthatloanstoCoca-Colasecondday”ThisisthemosttalkedaboutCoca-Colaintheword.Coca-Colaistheworld'sfirstbrand,brandvaluehasamountedtomorethan700dollars.Andthelifecycleislong,widerangeofradiation.Coca-Colawasbornfrom1886,andnowhasbeen209yearso

8、ld.Accordingtotheproductlifecycleandprinciple,theproductintothemarket,shouldfollowthegrowth,maturityandthedeclineofthelifecycle.ButCoca-Colaasanexception,Itcontinuouslytoenternewmarketsintheworld,Stilldoesnothaveenteredint