[经济管理]可口可乐品牌管理英文版

[经济管理]可口可乐品牌管理英文版内容摘要：

ue to the brand but many in fact be shared with other brands. Points of different are attributes or benefits that consumers strongly associate with a petitive brand. （ 2） A brand should establish points of parity and of different withe their petitor. be knows of the other as much as the other knows of him. Understand their advantages and disadvantages, understand the petitors strength, better to improve its brand position. Below this is thepoints of parity and of different between Coca Cola and Pepsi. Cocacola Pepsi mouthpiece Liyuchun liuxiang SHE panweibo zhangziyi Zhoujielun F4 chenguanxi gutianke Rain xietingfeng Image description a long history brand allround Advertising reputation scale market share only one brand who can petite with CocaCola and the laterers surpass the formers 3. opportunistic 4. Market position is suitable for young 5 people Product evaluation and cool 2. Have a little sweet 3. enough carbonate 1. Teenagers taste 2. No hormone 3. similar with CocaCola Relevant identification 1. Symbol of Coca— cola 2. Bottled design 3. Sports advertising of pepsi wish you a Pepsi Personality feel 2. fashion 3. The youth 4. dynamic 1. cheerful 2. lively 3. fresh 4. active Free association famous brand 3. physical training 4. carbonate 1. blue 2. wish Coca Cola and Pepsi cola’ s contrast,they have the same target consumer,also the the same situation, How to better different from petitors ,to Beat market share. CocaCola through major characteristics to present himself. Their ads, main gives priority to with red, Highlight their full of passion and vigor. it is full of passion and vitality than the pepsi which is blue, more can fully meeting the needs of the youth. (三 ) how to making a brand strong The basic premise of the CBBEmodel is that power of a brand lies in what customer have learned,felt,seen,and heard about the brand as a result of their experiences over other words ,the power of a brand lies in what resides in the minds of challenge for experience with products and services and their acpanying maireting programs so thatthedesiredthoughts,feelings ,images,beliefs,perceptions,opinion,and so on bee linked to the brand. —cola’s brand buiding blocks CocaCola by creating a strong brand, make the customer an old friend, and keep consumers loyalty to the brand, Make consumers and and the brand bee resonance, now let me indroduct you that the cocacola39。 s brand building blocks. 6 CocaCola by creating a strong brand， when people feel thiry they thought is the Coca Cola, and then they will go for it. And produce a kind of such thoughts, Coca may out of thirst and supplement energy, buy is very convenient. Don39。 t worry about quality problems, CocaCola as part of life, consumer start to loyalty for CocaCola and not easy to accept new change. That lead be a failure when export a new formula in the delicious. Think of the new formula is successful,but Who also have never thought, consumer of this instead is unacceptable, And dout that if this is what they have had the coke before? It shows that, CocaCola to change new formula is not only their things, but also the loyalty consume thing. Consumers not to drink Coca Cola flavor， the drink is a kind of culture, a brand， once accepted, I will never change. —cola’s Brand extension strategy a brand extension occurs when a firm uses an established brand name to introduce a new product. (1)brand extensionadvantage  Improve brand image  Reduce risk perceved by customers  Increase th。