Chapter 1

What Is a Brand?

The American Marketing Association (AMA) defines a brand as a "name,

term, sign, symbol or design, or a combination of them intended to

identify the goods and services of one seller or group of sellers and to

differentiate them from those of other sellers.

Therefore it makes sense to understand that branding is not about

getting your target market to choose you over the competition, but it is

about getting your prospects to see you as the only one that provides a

solution to their problem.To succeed in branding you must understand

the needs and wants of your customers and prospects. You do this by

integrating your brand strategiesthrough your company at every point of

public contact.

Your brand resides within the hearts and minds of customers, clients,

and prospects. It is the sum total of their experiences and perceptions,

some of which you can influence, and some that you cannot.

A strong brand is invaluable as the battle for customers intensifies day by

day. It's important to spend time investing  in researching, defining, and

building your brand. After all your brand is the source of a promise to

your consumer. It's a foundational piece in your marketing

communication and one you do not want to be without.

In principles of Marketing a brand is defined as a "name, term, sign

symbol (or a combination of these) that identifies the maker or seller of

the product"P. Tailor defines a brand as a ‘Marketing tool that allows

consumers to recognize the maker of a product’.

The modern word Brand is derived from the word “Brandr”, a word from

Ancient Norse meaning “to burn”. Around 950 A.D. a “brand” referred to

a burning piece of wood. By the 1300s it was used primarily to describe a

torch, essentially a burning piece of wood that is used as a tool. By the

1

1500s the meaning had changed to refer to a mark burned on cattle to

show ownership. Individual ranches would each have their own unique

mark so ownership could be determined if their animals were lost, stolen,

or mixed in with animals from another ranch. Each brand had to be

simple, unique, and easy to identify quickly – essential traits that are still

common to modern logos.

A brand name helps an organisation differentiate itself from its

competitors. In today's competitive world customers expect products to

have branding. Customers often build up a relationship with a brand that

they trust and will regularly purchase products from that brand. Some

people will only purchase a particular brand even though there are

acceptable alternatives on the market. For example Apple Inc or UK

retail chain John Lewis Partnership have a loyal customer base, who

provide them with repeat business. 

The objectives that a good brand will achieve include:-

a. Delivers the message clearly.

b. Confirms your credibility.

c. Connects your target prospects emotionally.

d. Motivates the buyer.

e. Concretes User Loyalty.

WHY IS BRAND IMPORTANT?

Branding goes way beyond just a logo or graphic element. When you

think about your brand, you really want to think about your entire

customer experience everything from your logo, your website, your social

media experiences, the way you answer the phone, to the way your

customers experience your staff. When you look at this broad definition

of branding, it can be a bit overwhelming to think about what is involved

in your brand. 

2

In short, your brand is the way your customer perceives you. It is critical

to be aware of your brand experience and have a plan to create the brand

experience that you want to have a good brand doesn't just happen it is a

well thought out and strategic plan.

Many small organizations and start-ups neglect spending necessary time

thinking about their brand in this broad sense and the impact it has on

their business. Let’s look at 10 reasons why digging into your brand is

important:

Branding promotes recognition. 

People tend to do business with companies they are familiar with. If your

branding is consistent and easy to recognize, it can help people feel more

at east purchasing your products or services.

Your brand helps set you apart from the competition.

In today’s global market, it is critical to stand apart from the crowd. You

are no longer competing on a local stage your organization now

competes in the global economy. How do you stand out from the

thousands or millions of similar organizations around the world?

Your brand tells people about your business DNA.

Your full brand experience from the visual elements like the logo to the

way that your phones are answered, tell your customer about the kind of

company that you are. Are all of these points of entry telling the right

story?

Your brand provides motivation and direction for your staff.

A clear brand strategy provides the clarity that your staff needs to be

successful. It tells them how to act, how to win, and how to meet the

organization's goals.

3

A strong brand helps customers know what to expect.

A brand that is consistent and clear puts the customer at ease, because

they know exactly what to expect each and every time they experience

the brand.

Your brand represents you and your promise to your

customer.

It is important to remember that your brand represents your brand, your

staff is the brand, your marketing materials are the brand. What do they

say about you, and what do they say about what you’re going to deliver

(promise) to the customer?

Your brand helps you connect with your customers

emotionally.

A good brand connects with people at an emotional level, they feel good

when they buy the brand. Purchasing is an emotional experience and

having a strong brand helps people feel good at an emotional level when

they engage with the company.

A strong brand provides your business value.

A strong brand will provide value to your organization well beyond your

physical assets. Think about the brands that you purchase from (Coca-

Cola, Wrangler, Apple, Ford, Chick-Fil-A, Quick Trip) are these

companies really worth their equipment, their products, their

warehouses, or factories? No, these companies are worth much more

than their physical assets their brand has created a value that far

exceeds their physical value.

Branding

The process of creating brand is known as branding. The process

involves:

4

o Naming

o Packaging

o Unique name of product

o Unique logo of customers mind

Branding aim to establish a significant and differentiation in the market

that attracts and retain customers.

Product + X = branding

X = unique feature served to customers

Chapter 2

BRANDING STRATEGY

A brand is a name, term, design or other feature that distinguishes one

seller's product from those of others. Brands are used

in business, marketing, and advertising. Initially, livestock branding was

adopted to differentiate one person's cattle from another's by means of a

distinctive symbol burned into the animal's skin with a hot branding iron.

A modern example of a brand is Coca-Cola which belongs to the Coca-

Cola Company.

In accounting, a brand defined as an intangible asset is often the most

valuable asset on a corporation's balance sheet. Brand owners manage

their brands carefully to create shareholder value, and brand valuation is

an important management technique that ascribes a money value to a

brand, and allows marketing investment to be managed (e.g.: prioritized

across a portfolio of brands) to maximize shareholder value. Although

only acquired brands appear on a company's balance sheet, the notion of

putting a value on a brand forces marketing leaders to be focused on

long term stewardship of the brand and managing for value.

The word "brand" is often used as a metonym referring to the company

that is strongly identified with a brand.

5

Marque or make are often used to denote a brand of motor vehicle, which

may be distinguished from a car model. A concept brand is a brand that

is associated with an abstract concept, like breast cancer

awareness or environmentalism, rather than a specific product, service,

or business. A commodity brand is a brand associated with

a commodity.A logo l often represents a specific brand, as do many trade

names.

The concept of Branding has been around for hundreds of years and

likely much longer. What it means to brand something has broadened

quite a bit since the word first came in to use. Despite the changes, each

of the older kinds of branding are still in wide use today. This post will

explore how the concept of branding has changed and grown over the

years, and speculate on what’s coming next.

Functions Of Branding Strategy

Strategy management is a concern that has received increased attention

in recent years. The concept building and maintain brand based on the

situation that a strong brand could be a valuable generator of growth and

profitability for a company.

Branding strategy is a long term plan for the development of successful

brand in order to achieve specific goals. A well defined and executed

brand strategy affects all aspect of a business and is directly connected

to consumer needs.

Through brand name a company can design an identity for its product. A

brand management strategy has three main function:-

To create or identity for the brand that resonates with consumers.

The position the brand appropriately with respect to competitor.

To communicate the brand and its message to customers.

There are five branding strategy that every company

should follow while launching the product:

6

1. See consumer engagement that other don’t.

2. Establish an identity that is easily relatable.

3. A lifestyle platform that inspires people and communicate hopes.

4. Continuous innovation with timing and execution.

5. Promote the genuine spirit of giving.

When a company manages its brands it has a number of

strategies it can use to further increase its brand value.

These are:

Line extension:

This is where an organisation adds to its current product line by

introducing versions of its products with new features, an example could

be a crisp/chips manufacturer extending its line by adding more exotic

flavours.

Brand extension:

If your current brand name is successful, you may use the brand name to

extend into new business areas. For example Virgin Group extending its

brand from records, to airlines, mobiles and banking.

Multi Branding: 

The company decides to introduce more brands into an existing category.

Kellogg’s for example having a number of brands in the cereal market

and the cereal bar market. Multi-branding can allow an organisation to

7

maximise profits, but a company needs to be weary over their own

brands competing with each other over market share.

New Brands:

An organization may decide to launch a new brand into a market. A new

brand may be used to compete with existing rivals and may be marketed

as something ‘new and fresh’.

What a brand strategy must include

To be effective, a brand strategy must include these qualities:

1. It is value-based:- It aims to deliver new forms of value that advance

customers beyond the status quo, and beyond the reach of

competitors.

2. It innovates:-  It aims to deliver a new customer context, a new

vision of what customers can be, and do exclusively through the

brand.

3. It is structured as a platform:- Its goal is to make the brand a

platform of new customer opportunities, a springboard for personal

customer growth.

4. It collaborates with customers:-  Brand strategy is a joint effort to

free customers from current markets, illusions or fears that hold

customers back. We structure collaboration through brand

engagement.

5. It’s an overt act of culture creation:-  A brand strategy aims to

create a new culture of growth, initiative and discovery that advances

customers to richer realms of living. This is a new level that should

open up profitable new markets for the company. A brand strategy

takes its direction from the brand mission. It includes the capability

of brand vision, which is the ability to see your future through your

customers’ eyes.

These four steps will help you map out a brand strategy:-

8

Step One: Consider the Intangibles

Anything can be branded. Remember that you’re branding a concept, not

just a company or a product. Intangibles, such as the special way you

greet your customers when they enter your store, the way your

employees are dressed, your choice of music in the store and its

volume setting, the window displays and your Web site, contribute to the

experience your customers have with your business. Therefore, they

become a part of your brand. If you own a gourmet cheese shop, you’ll

want to brand your intelligence, passion and mastery of the gourmet food

experience.

Step Two: Make Your Brand Match Your Business

Know your company. The connection between a company and its

branding should be immediate, establishing a clear relationship

for your customers. A retail boutique should think carefully about

the kind of shopping bags that would be appropriate for handing

off to its fashionable customers as they walk out the door.

Likewise, an athletic retailer might outfit its employees in sport shirts

that are appropriate for sportswear and customized for the store with

quality imprinted or embroidered company logos to make their

salespeople look truly.

Step Three: Speak to Your Target Audience

Know your customers. Make sure your brand speaks appropriately to

your different audiences (also called segments). Great branding

reaches multiple customer audience segments. Don’t leave out

potential customers by branding your product or service for just one or

two customer segments. Obviously, your brand won’t appeal to everyone,

but it should reach different types of customers.

If you own a dress shop that usually attracts a middle-aged clientele,

don’t brand your identity to that population only. Try to appeal to other

shoppers as well, to encourage them to visit your store. Try placing

9

advertisements for your store in various publications that have different

readers.

Step Four: Take the Long View

Create a brand strategy for the long term. Don’t be shortsighted about

your company’s brand strategy! Great branding lasts over a long period

of time and its message doesn’t fade after only a few months. Branding

should transcend fads in the marketplace. If your competitors are trying

to position their brand as “cool or hip” to meet market demands, let

them. Try to keep your brand consistent so that it outlives market trends.

Chapter 4

RESEARCH METHODOLOGY

Research in common parlance refers to a search for knowledge. Once can

also define research as a scientific and systematic search for pertinent

information on a specific topic. In fact, research is an art of scientific

investigation. The Advanced Learner’s Dictionary of Current English lays

down the meaning of research as “a careful investigation or inquiry

especially through search for new facts in any branch of knowledge.”

Redman and Mory define research as a “systematized effort to gain new

knowledge.” Some people consider research as a movement, a movement

from the known to the unknown. It is actually a voyage of discovery. We

10

all possess the vital instinct of inquisitiveness for, when the unknown

confronts us, we wonder and our inquisitiveness makes us probe and

attain full and fuller understanding of the unknown. This inquisitiveness

is the mother of all knowledge and the method, which man employs for

obtaining the knowledge of whatever the unknown, can be termed as

research.

Research is an academic activity and as such the term should be used in

a technical sense. According to Clifford Woody, research comprises

defining and redefining problems, formulating hypothesis or suggested

solutions; collecting, organizing and evaluating data; making deductions

and reaching conclusions; and at last carefully testing the conclusions to

determine whether they fit the formulating hypothesis. D. Slesinger and

M. Stephenson in the Encyclopedia of Social Sciences define research as

“the manipulation of things, concepts or symbols for the purpose of

generalizing to extend, correct or verify knowledge, whether that

knowledge aids in construction of theory or in the practice of an art.”

Research is, thus, an original contribution to the existing stock of

knowledge making for its advancement. It is the pursuit of truth with the

help of study, observation, comparison and experiment. In short, the

search for knowledge through objective and systematic method of finding

solution to a problem is research. The systematic approach concerning

generalization and the formulation of a theory is also research. As such

the term ‘research’ refers to the systematic method consisting of

enunciating the problem, formulating a hypothesis, collecting the facts or

data, analyzing the facts and reaching certain conclusions either in the

form of solutions(s) towards the concerned problem or in certain

generalizations for some theoretical formulation.

OBJECTIVES OF RESEARCH

The purpose of research is to discover answers to questions through the

application of scientific procedures. The main aim of research is to find

11

out the truth which is hidden and which has not been discovered as yet.

Though each research study has its own specific purpose, we may think

of research objectives as falling into a number of following broad

groupings:

1. To gain familiarity with a phenomenon or to achieve new insights into

it (studies with this object in view are termed as exploratory or

formulative research studies);

2. To portray accurately the characteristics of a particular individual,

situation or a group (studies with this object in view are known as

descriptive research studies);

3. To determine the frequency with which something occurs or with

which it is associated with something else (studies with this object in

view are known as diagnostic research studies);

4. To test a hypothesis of a causal relationship between variables (such

studies are known as hypothesis-testing research studies).

TYPES OF RESEARCH

The type of information you want to gather about your customers, market

or competitors will influence the research methods you choose. There

are different ways to gather information (from primary or

secondary sources) and different types of information to gather

(quantitative and qualitative). You may use any combination of these

research approaches to get the results you need.

Primary and Secondary

Primary and secondary research relate to the way you gather

information.

IMPARICAL RESEARCH

12

Primary research (or field research) gathers original information directly

for your purpose, rather than being gathered from published sources.

Primary research includes:

surveys

direct observations

interviews and focus groups that are developed and conducted by you

or your researcher.

Primary research gives you control over the type of questions you ask

and information you gather. Primary research results can be extremely

valuable; however, they can also be much more time-consuming and

costly to gather than secondary research.

You may choose to use primary research methods once you have

conducted secondary research to determine what information already

exists.

DOCTRINAL RESEARCH

Secondary research (or desk research) gathers existing information

through available sources. Secondary research examples include:

information on the internet

existing market research results

existing data from your own stock lists and customer database

information from agencies such as industry bodies, government

agencies, libraries and local councils.

Secondary research allows you to make the most of existing information

about your market. However, it can be a challenge to find the information

you really need.

You may use secondary research to get an initial understanding of your

market. It is often faster to analyze than primary data because, in many

cases, someone else may have already started analyzing it. However,

when using secondary research be careful how you interpret it, as it may

have been collected for a different purpose or from a market segment

13

that isn't relevant to your business. Also make sure that any secondary

information isn't out-of-date, as the market can change quickly and this

will affect your results.

QUANTITATIVE AND QUALITATIVE RESEARCH

Quantitative and qualitative research defines the   type   of information you

gather

.

Quantitative research

Quantitative research gathers numerical data. Quantitative research

includes:

surveys on customer return frequency

sales figures

industry product sales numbers

Financial trends.

You can use this approach to identify the size of your market and how

much it might be worth to your business, and to find areas for sales

growth. Quantitative research can also help you understand the

demographics of customers, such as their age and gender.

Quantitative research often produces a lot of statistics. These are useful

as an overview of your market, but make sure you don't rely solely on

statistics in your research. Consider all of the information you have. For

example, the 'average' price your target market suggested it would pay

for a product could be distorted if a few a participants selected a very

high amount (i.e. not reflecting the high number who would not pay that

much).

Qualitative research

Qualitative research gathers views and attitudes. Qualitative research

includes:

14

focus groups with customers and potential customers to understand

their feelings and attitudes towards your products and services

formal and informal conversations with customers about their

satisfaction with your business

visits and reviews of competitors to understand their products and

customer service practices.

You can use this approach to get a better understanding of your

customers' interests, needs and habits, and identify opportunities for

growing sales and improving customer service. Analyzing qualitative data

requires a different approach and can take longer to interpret than

quantitative data because of the nature of the information.

PROJECT RESEARCH

The way of research is – Secondary research

The type of research is – Qualitative research.

My project is based on secondary research as my research is conducted

on the basis of data collected by source, nor by self experiment. As the

data for this project is collected by books, web and other indirect

resources, this project strictly adopt the concept of secondary research

methodology.

15

Chapter 4

Coca-cola branding strategy

Began in 1866, constant development in the brand packaging and

positioning leads in the great success of the Coca Cola Company. In view

of the fact that it’s beginning Coca Cola is aligning it closely with the

self-motivated client sophistication as well as acceptability of

modernization.

MISSION

Coca cola exist to create value for our share owners on a long-term basis

by building a business that enhances The Coca-Cola Company’s

trademarks. This is also our ultimate commitment. As the world’s largest

beverage company, we refresh that world. We do this by developing

superior soft drinks, both carbonated and non-carbonated, and profitable

non-alcoholic beverage systems that create value for our Company, our

bottling partners and our customers.”

Mission + Commitment = Focus

Focus + Action = Results

The Company doesn’t miss any chance to relate its product with huge

global commemorations and other global events. For instance in FIFA

2010 World Cup, the Company launched a latest edition of Somali-

Canadian K’Naan’a Waving Flag Song. An occasion what was based on

the International Association of Football Association, watched

cumulatively by more than 26,000,000,000 people.

16

OBJECTIVES

• Coca-Cola’s first objective is to maximize share owner value over

time.

• Maximize long-term cash flow

• To ensure the strongest and most efficient production, distribution,

and marketing systems possible

That’s the biggest activation in the history of the Coca Cola Company

ever. The song was part of the branding strategy of Coca Cola that

become viral in social media, television commercials, and also was linked

in the general thread of event.

General factors in branding strategy of Coca Cola Company have forever

been related with the sense of joy, unity and togetherness. Coca Cola

Company targets on occasions such which connect people largely in the

following ways:

1. Family

2. Happiness

3. Culture

4. Music

5. Sport

OPERATION:

• Coca-Cola’s strategy of strengthening their distribution system,

particularly in China and India.

• Coca-Cola purchases under-performing bottling systems, improves

them and sells them back to strong, existing bottlers.

17

• This strategy increases the operational efficiency of Coca-Cola’s

distribution.

FINANCE

• Coca-Cola’s concentrate business is a cash cow.

• In 1997, Coca-Cola generated $4 billion in operating cash flow

• Coca-Cola invests this in 3 ways

– invest in bottling & concentrate plants

– pay dividends to share owners

– repurchases their shares

INTERNAL ENVIORMENT

• Coca-Cola produces franchise products.

– Products do not have substitutes

– Coca-Cola is a low cost leader

– Coca-Cola has the largest plant capacity in the world and

therefore enjoys significant economies of scale.

– Low regulatory restrictions placed on the Company.

EXTERNAL ENVIORMENT

External environment consists of:

o Economic

o Social/Demographic

o Ecological

o Political

18

Since the principle of the company is to sustain the degree of cleverness

of its clients, Coke has been viral on various social media. It has more

than 35 millions fanatics on Facebook compared to Pepsi with only 6

million enthusiasts and has more than 405,000 followers on Twitter

(Pepsi 150,000 Twitter followers). In accordance to current statistics,

Coca Cola videos or commercials have been seen more than 34 million

times.

Concerning engaging with the community of social media, according to

Wendy Clark, the company’s Senior Vice President for Integrated

Marketing responsible or supervised the social media part of business

states that having fans react to the brand is meaningful since they are

the ones who will purchase and consume the product.

A moment ago, Coca Cola Company has promised to recycle plastic

bottles gathered at the 2012 London Olympic as well as Paralympics

Games into almost 80 million fresh bottles within 24 weeks of the

concluding ceremonial. Coca Cola guesses that the reprocessing scheme

will address for 1/5 of all client waste during the event.

In addition, the Coca Cola has also presented a unique white Coke Can

that features pictures of bears and is advertised on social media network.

Proceeds of the sales of the brad aid protect secure the Arctic habitation

All this is engaging and fascinating.

These are some of the different branding strategy of Coca Cola Company

that has embedded the brand in the lives of many people all over the

world.

19

Please enjoy a delicious and refreshing Coca-Cola

Classic!

Chapter 5

CONCLUSION

Communicating and carrying out the vision, mission and

strategy intent should take place with a common strategic

framework using a consistent and unambiguous message, the

so called “think globally act locally”. Coca cola comes to the

conclusion by its branding strategy that the world has moved

on from the advertisements as many other businesses who are

embracing social media as part of their marketing strategy.

Consumer ideas, creativity and conversations have been set

free with the evolution of social networks; learning to

advanced and dispute those conversations to increase your

brand visibility is now a vital part of your marketing

20