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MC5051 - Brand Management

Student: Mirza Yilmaz 13011164


Student:
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Group assignment

INTRODUCTION:
Brand value is produced when customers are eager to pay more for a specific brand as
opposed to its nonexclusive equal. It is essential to create constructive brand importance
and individuals observations about brand to make brand value. In this circumstance,
exhibited brand by organization, outside brand correspondence, shoppers involvement
with brand and organization number in a considerable measure to make aggregate
brand value. Organizations create diversely viable methods for auxiliary brand
relationship to construct brand value. In this report, it has been examined that how
different organizations create the auxiliary brand relationship like Coca-Cola. The ColaCola organization produces and markets a wide assortment of drinks with around 500
non-alcoholic brands of refreshments including shimmering and still drinks. The still
refreshments incorporate water, juices, improved waters, juice drinks, espressos, game
beverages and caffeinated beverages. This organization has utilized assortment of
compelling approaches to create optional brand relationship to addition brand value. At
last, report has exhibited the prescribed approaches to utilize optional brand affiliation all
the more successfully in order to develop effective brand value.

SECONDARY BRAND ASSOCIATION:


Secondary brand affiliation is characterized as joining a brand with whatever other
business that may influence the formation of new brand relationship with the
organizations additionally impact existing affiliations. It is more like a capacity of
promoting marking. Brand image, brand awareness and brand significance have their
immediate effects on brand value.
Secondary brand association transmits the value of different organizations to the brand
in thought. Purchasers judge the brand esteem on the premise of brand components
that are related straightforwardly and essentially with the hidden item, for example,
physical gimmicks, bundling and shades, and instrumental attributes. Nonetheless,
these judgements can likewise be focused around secondary or backhanded affiliations,
which allude to affiliations identified with organizations as opposed to straightforwardly
associated with judge an item
These organizations incorporate different organizations, their nations of source,
appropriation channels, representative and brands. The association of brand to the
optional element or business reasons to make secondary brand relationship as this
substance has its own particular picture and information structure in the personalities of
customers. Hence, so as to get brand esteem, buyer can get data from distinctive data
sources rather than a complete item itself. At the point when nature of the item starts to
make consistency or when judgements contain low-inclusion exercises, optional brand

affiliation gets to be critical. Right now, Keller (1998) depicted that with a specific end
goal to fabricate generally sorted out brand building methods in amazingly aggressive
commercial centres, it is required to comprehend and recognize cognitive components
that influence affiliation process and brand-levering methodology which identifies with
the consequences for shoppers brought about by partner a brand to a secondary entity.

COCA-COLA BRAND:
Coca-Cola Company is a U.S. based drink organization that was fused on 5 September,
1919. The organization fabricates and markets a wide variety of refreshments with
around 500 non-alcoholic brands of drinks including still and sparkling drinks. The still
drinks incorporate water, juices, upgraded waters, juice drinks, espressos, sports
beverages and caffeinated beverages.
The Sparkling refreshments of Coca-Cola Company incorporates Sprite, Coke Zero.
Fresca Schweppes and so forth.
. Nos, Burn and Real Gold go under the organization's caffeinated beverage
classifications though the classification of juices and juice beverages consolidate Pulppy,
Simply, Dobriy, Cappy and so forth.
. Coca-Cola has strengthened its still drinks class by including vitamin water, Glaceau
and Fuze. Then again, teas and espressos incorporate an extensive variety of teas like
Leao/ Matte Leao teas, Georgia espressos, tea, Dogadan teas and a lot of people more
to number. Its games beverages incorporate Aquarius and PowerAde. The Company
joins Dasani, Ciel, Kinley, Bonaqua or Bonaqa, and Ice Dew marks in the classification
of Coca-Cola's waters.
Coca-Cola Company works at global level in more than 200 nations (The Coca-Cola
Company a, 2014), because of which its rivals incorporate extensive variety of solid
contenders from around the globe. Contenders incorporate Nestle, PepsiCo, Inc.,
Groupe Danone, Unilever, Dr Pepper Snapple Group, Inc. what's more Kraft Foods Inc.
The organization's operations are becoming step by step and at present serve 1.9 billion
individuals day by day over the world (The Coca-Cola Company a, 2014). Its working
incomes were totalled as $46.9 billion in 2013 (The Coca-Cola Company, 2014).

SECONDARY BRAND RELATIONSHIP BY THE COCA-COLA


COMPANY:

Consequently to influence brand value, the Coca-Cola Company utilizes different


advantageous and fruitful approaches to fabricate optional brand affiliation. The
accompanying are the ways, organization has fabricated optional brand affiliation
while presenting its new item Diet Coke in 1986.

Country of Origin:

The Coca-Cola, being an American multinational organization, it produces good


and solid brand relationship to produce tremendous incomes for its new item.
America is the most commanding market in the drink business which is perceived
for carbonated beverages over the world. As indicated by the Reputation
Institution (2013), America has created notoriety of 57.4 on a scale of 100. CocaCola is positioned as the number 1 worldwide brand which has demonstrated that
buyers have amazing information about organization and its brands. This
connotes that customers have an abnormal state of commonality and trust with
the Coca-Cola Company and its brands which lead the shoppers to respond in a
positive manner.

Brand Extension:

Creating augmentations of the brand is much more positive as far as expense for
the organization than to deliver a complete new item. Eating methodology Coke
is an effective case of brand expansion that advanced from the brand
establishment of the guardian item, Coca-Cola. It has dispatched around six
expansions and builds its piece of the pie without even considerable ads. This
helped the organization concerning promoting and special exercises, client saw
picture, and appropriation and utilization conduct of buyers.

Co-branding:

Coca-Cola Company has utilized numerous different bodies to offer it items, for
instance, utilizing Ford Mustang convertible, confection red 1966 in its late spring
battle. Also, it utilized co-marking as an issue brand affiliation business approach
again while presenting Diet Coke in the business sector. For this procedure, Jean
Paul was selected as inventive chief for its new brand (London, 2012). As Jean
Paul is a popular extravagance style originator, purchasers relate this relationship
with Diet Coke as an issue and eating methodology cognizant brand. Coca-Cola
effectively focused on youngsters and young ladies and interfaced them with style
and style. Besides, organization additionally grasped development innovations by
offering Diet Coke coupons on every buy of make-up exercises at Facebook
(Waltzer, 2012). To better partner Diet Coke fight with style and design,
organization invigorated the brand picture and made it engaging for individual
fashionistas (Keller, 2012).

Sponsorship:

Diet Coke has been included in various sponsorship exercises around the globe.
Heart Truth Campaign has remained effectively underpinned by Diet coke in
relationship with the national heart and blood establishment which helped brand
value. Coke likewise supported Ugly Betty as its secondary brand affiliation
method to upgrade its brand mindfulness among its potential clients. As indicated
by 2012 report, Diet Coke additionally supported a TV show 'Style to Rock',
delivered by Rihanna which helped the design mindfulness and found style
innovativeness among individuals of London (Anon, 2012). On top of all that, Diet
Coke has marked an alternate sponsorship with Taylor Swift to enhance its deals.

Third Party:

Diet Coke has enhanced its overall brand picture because of its ecologically
capable operations (Keller, 2008). This has prompted making a positive and
helpful discernment and state of mind of customers towards Diet Coke. Moreover,
Lowe (2013) reported that Coca-Cola Company has won The Coveted
Sustainable Pack prize at the UK Packaging Awards because of its plastic
recyclable container plant.

Distribution Channels:

Organization utilizes far reaching method for circulation to make certain the accessibility
of Diet coke all over. Case in point, McDonalds, serving Diet Coke in white plastic cup
and Pizza Express is serving drink in a glass flask. Broad conveyance influences the
impression of purchasers and changes the buying conduct.

RECOMMENDATIONS ON HOW TO USE SECONDARY BRAND


RELATIONSHIPS TO DEVELOP BRAND EQUITY:
Regardless of savvy business sector methodologies of Diet Coke in regards to
secondary brand relationship, there are numerous different approaches to guarantee
optional brand affiliation to create brand value.

Employees:

Representatives are the delegates of the organization thus they are the kind of optional
brand affiliation. Representatives, especially sales representative and contractual
merchants of the organization need to be very much aware of their clients' recognitions,
brand picture, social, religious and conventional estimations of the clients. Thusly,
workers can give a productive impression upon clients for the whole organization. In

addition, generally dressed and carried on representatives structure a striking picture of


their organization which has a tendency to pull in the potential clients.

Endorsers:

Superstar support is one of the most ideal approach to draw buyers' consideration
towards Diet Coke. It can help Coca-Cola Company to re-shape the view of its brands.
Individuals relate their sentiments, judgements, and partner feelings with superstars.
Numerous individuals expend items so as just to get connected with their most loved
celebrity.

Ingredient Branding:
It is co-branding strategy in which company major attributes of one brand are
incorporated as ingredients into another brand. Coca-Cola can increase brand equity by
inferring a message to consumers about the shared quality of two brands in one. Also,
this uniformity reduces risk while targeting new markets. Moreover, it gives an edge over
others as product is highly differentiated firm others. However, it is necessary to use the
unique logo of the ingredient on the host brand to stand distinctive.

Licensing:
It is a fitting strategy to snatch the consideration of clients by utilizing logos and names
of respectable firms with possessed brand under contractual agreement. For this,
organization would need to pay settled charge yet can advantage an extraordinary
arrangement. Case in point, Coca-Cola utilizing name of popular brands like five-star
restaurants, design clothes, and so forth.

CONCLUSION:
Secondary brand affiliation manages joining a brand with whatever other substance that
may influence the improvement of new brand relationship with the organizations
additionally impact existing affiliations. While presenting another item 'Diet Coke,' the
Coca-Cola Company has utilized effective approaches to create optional brand
affiliation. Nation of source, co-marking, brand expansion, sponsorship, outsider,
channel of dispersion are the effective usage of Coca-Cola Company to manufacture
brand value for its new item 'Diet Coke.' accordingly, now purchasers acknowledge Diet
Coke as an issue calorie brand and partner with the style, form, diet and wellbeing. In
any case, in spite of noteworthy business systems, it is prescribed that the Coca-Cola
Company must utilization individuals, fixing marking and permitting strategy too to make
beneficial secondary marking affiliation.

Question 2:
INTRODUCTION:
As the world is changing into a worldwide town, the engineering is updating with
consistently passed. This has modified the methods for doing organizations over the
world. A few organizations have possessed the capacity to adapt up to the difficulties,
and some have fizzled mercilessly in this corporate stadium. The period of coming up
short and after that vanishing from the business sector is called blurring brand. In this
area, an instance of Myspace has been attempted which is right now experiencing
revitalizing procedure to gain back its earlier position. Myspace is a social networking
site that has appreciated its strength over all other online networking sites with the most
astounding going to parts on the planet up to the time of 2008. In 2006, Myspace arrived
at its crest accomplishment with the most guests and after crowd in the United States. At
that point inevitably in 2008, Facebook has supplanted the brand value of Myspace and
guaranteed to be the most celebrated long range interpersonal communication site.
Hence, Myspace has lost its guests, and accordingly the need of revitalizing emerged.
This segment of the report has displayed the reasons of revitalizing and deliberations
made by organization to revitalize its brand value, took after by recommendations to
Myspace concerning revitalization.

FADING BRAND:
Fading or losing brand alludes to those brands that lose their personality over the span
of benefit era exercises. It is the period of a brand in which it gathers misfortunes instead
of producing benefits. By word blurring means losing, vanishing or vanishing. This
obviously alludes to something that has vanished and no all the more in presence. It is a
disappointment of an organization or brand that couldn't make enough benefits to
proceed with its operations and run its business in a focused business sector. A brand
fades and vanishes when it begins to lose its piece of the pie. Thus, the brands which
begin to lose its shades and fade away need to revitalize their methodologies, brands
and organization with a specific end goal to recover their centre personality and client
esteem.

INTRODUCTION OF MYSPACE:
Myspace, an online networking site, was dispatched in August 2003, where individuals
can login and make their profile and perform their social exercises, for example, live
visiting, music, features, and so forth the organization's headquarter is placed in Beverly
Hills, California. With the remarkable development, Myspace surpassed the client action
in 2004. It was the year when Facebook started to be as its solid rival. The organization
was built by Tom Anderson and Chris Dewolfe and later in 2005, News Corporation
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procured the organization for $580 million (Peterson, 2013). For the following three
years, organization delighted in its predominance over all other social networking sites
with the most noteworthy going by parts on the planet. In 2006, Myspace arrived at its
crest achievement which went past most astounding visits more than Google and
whatever other organization in the United States.

In the long run, its clients begun to disperse and turned to Facebook clients. Later in
2008, Facebook has supplanted the brand value of Myspace and guaranteed to be the
most renowned interpersonal interaction site. A performing artist and vocalist Justin
Timberlake in relationship with Specific media brought the organization immense
incomes of $35 million which served to expand the brand mindfulness by 72% in 2011
(Peterson, 2013). Additionally, the organization attempted serious cutbacks which
decreased the representatives from 1600 to 200 just (Peterson, 2013).
As per current reports, organization has restored to produce higher salary and build its
guests. In 2013, Myspace attempted to conform the heading of the organization picture.
Up to the most recent year, organization had 25 million clients just while its rival
Facebook had 1.11 billion clients (Peterson, 2013). Right now, Myspace revitalized its
methodologies and transformed its centre from long range informal communication site
to music media group. By then, organization raised its U.S. guests to 1 million in 2014
(Peterson, 2013).

REVITALIZING BRAND EQUITY:


Brand revitalizing alludes to re-propelling of brands that embrace complete change of an
item or organization which incorporate logo, name, corporate society, qualities, shades,
picture, indeed from a wholesale to the legacy substance (Keller, Parameswaran and
Jacob, 2011). Without a doubt, this rebranding and revitalization seriously influence the
impression of target market about the brand picture. It is a procedure to reshape the
picture by providing for it new name, modify its structure to expand incomes and create
benefits.

It is important to create its situating appropriately in order to produce consistent


development of the brand to revitalize the brand. This empowers organizations to lead
the business sector and in addition accomplish focused edge in the business. The
procedure of brand revitalization includes the recovering of lost establishments of brand
value and determination and generation of new establishments of brand value. It is
critical to put some new life in a coming up short or blurring brand as opposed to
auctioning off or propelling an altogether new brand. This connotes the idea of keeping
up the organization's skill and business sector authority while staying significant to a
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constantly changing shopper crowd and their requests. To support for a long run, it is
compulsory for organizations to keep in view the past and positive eye to what's to
come. Through revitalization, organization can upgrade its brand esteem and pull in
more potential clients. In this way, this will help to expand deals volume with positive
brand image.

REASONS FOR REVITALIZING THE BRAND:


The focal reasons why a Myspace ought to experience revitalization procedure are as
per the following:

Relevance: Brands must be overhauled as per the changing client needs. Myspace has
lost its significance with their target market concerning their administrations,
accommodation, openness, engineering, changing clients' recognitions and patterns.

Rivalry: With the development of solid contenders like Facebook, Myspace needed to
think of some new offerings with a specific end goal to pull in the potential clients.
Revitalizing can help the organization to upset contenders by giving quality
administrations.

Globalization: Since various social networking sites were consistently made with
exceptional determinations than at any other time in recent memory in the recent past, it
was huge for the organization to rebrand itself and accumulate some new determination
their administrations to cook extensive crowd.

Innovation: Technological change is a real explanation for disappointment or


achievement of the brand. It relies on upon the organization how well it can adapt up to
the innovative insurgency. Myspace includes in business that arrangements with web,
programming, equipment and the items which as often as possible advances. Such
organizations need to re-brand and adjust their operations with a more prominent
degree.

Repositioning: Repositioning can be an alternate reason that causes the organization


to revitalize its brand. For this situation, organization presents some real changes in
brands to catch the new position in the business. Case in point, moving from economy
costs to premium costs.

Rationalization: This alludes to the procedure of re-marking so as to counter lower


benefits or losing client esteem. Myspace was experiencing decrease in client visits and
along these lines its benefits, revitalizing the brand is the most ideal way out to lessening
operational cost and improve benefits.

Outgrowth: When organizations are developing into expansive elements, they require
as often as possible to re-brand or revitalize its brands to fulfil the changing needs of
clients. Myspace likewise required to re-brand to meet the prerequisites of expanded
group of onlookers, and industry extension.

EFFORTS OF MYSPACE TO REVITALIZE ITS BRAND EQUITY:


In the wake of examining the solid need of revitalizing the brand, Myspace fused some
significant changes in the brand and brand methods to enhance its brand value. The
exertions of Myspace at revitalizing brand value are recorded as takes after:

company transformed its styling in brand name which used to indicate Myspace

with capital S in the centre before revitalization. In 2011, organization changed the S into
lower case, now the brand name is composed as Myspace.
After revitalizing, 72% of the individuals perceived the brand name. Myspace is as of
now looking to bid these 72% by offering quality and focused administrations (Wesson,
2012).

Myspace is putting its endeavours to bring revitalized brand into a stretched

industry and focused business sector.

Company is generally concentrating on new thoughts; ideas to make Myspace

very surprising from past one. It has generally disregarded the thoughts that were
connected with the old Myspace.

Company has expanded its concentrate on music related stuffs and created it as

the most recognizing variable of the organization.

Company has created the site to keep up music introduction.

Company has as of late marked with the four decently famous music names

alongside in excess of 20,000-automatic marks.

Company is presently intending to present unique profiles of famous people like

Lady Gaga and Angelina Jolie with exhaustive data about them. This will make simpler
for devotee to explore them (Swartz, n.d.).
Playdom, a social gaming firm, has helped Myspace to give a support to its gaming part.
Organization has propelled different diversions including Wild Ones, Shoot- 'em up and
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numerous other with the proposition to build amusement clients from 30% to no less
than half (Swartz, n.d.).

Myspace has made successful excitement news administrations in regards to

music, motion pictures, amusement and other significant diversion stuff through steady
Twitter posts

SUGGESTIONS FOR THE BRAND REVITALIZATION:


Keeping in mind the end goal to revitalize its brand value adequately, a few
recommendations have been offered to Myspace which are as take after:

The organization Myspace ought to present and execute co-marking method with

other conspicuous music organizations for instance Apples' iTunes. This activity can
make site more engaging than some other among a music adherent group. In this way, it
will help the organization to bring more crowd and expand brand value.

set a stage for promising new or rising ability around the globe to post their made

music and features identified with music specifically, in the same way as YouTube offers.
This will expand the brand mindfulness among music mates with each and every second
pass. Additionally, this will assist makers to search for new ability online by review
features and music of new ability.

continue to create new thoughts with respect to engaging web improvement and

utilize them on the organization's webpage habitually. The thoughts must be applicable
to music to pull in music intrigued group. Organization can effectively redevelop a solid
brand image among its clients and potential clients by authorizing development and
consistent improvement.

expand the business in music and features capitals

focus on brand only to forming the brand into most desired

CONCLUSION:
Revitalizing alludes to giving another life to the failing brand by changing brand related
methodologies, modifying brand appearance, acquiring advancement the courses of
action and making the framework all the more mechanically sound. This serves to
recapture the brand esteem which was lost because of a few disappointments in the
operations. Through revitalization, organization can upgrade its brand esteem and pull in
more potential clients. In this way, this will help to expand deals volume with positive
brand picture. As the business operations started to blur, Myspace at last considered
revitalizing the brand value. Organization has changed the styling of its brand name to
addition its esteem back. Some the systems utilized by the organization incorporate
transferred the profiles of world's popular musical artists with their bio-information,
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offered creative administrations, for example, diversion news, created the site more like
music situated site, dispatched on-line recreations and substantially more. As an issue,
this helped the organization to build the quantity of guests with one million in only one
year.

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