1.0 Brand Salience Scale: 1 (Worst) – 5 (Best) Elements Strength Value-Gain Breadth and Recognize coke as High preference Depth go-to fizzy drink for coke as a drink for occasions Score Elements Weakness 4 Product Category Structure Weak unrelated diversification in Malaysia Value-Loss Inhibit the opportunities for growth and reduce profitability Score 1 1.1 Unrelated Diversification Coca-Cola should focus on product extension by diversifying healthy snack products through research and development to meet different demands in the market. Healthy snack products such as yogurt and oatmeal. 2.0 Brand Performance Elements Strength Value-Gain Product Coca-Cola The long duration reliability, celebrating the 130th of existence durability, and anniversary in 2016. builds trust. serviceability Scale: 1 (Worst) – 5 (Best) Score Elements Weakness 4 Service effectiveness, efficiency, and empathy. - Loss of fizziness in the drink due to poor handling during transportation (Dutch) - Lack of empathy marketing to push the product to consumers Value-Loss Score - Added operational cost - The brand misses the mark when serving a preference of the consumers 2.1 Strategic Management Coca-Cola should concern on strategic management in order to ensure products are able to deliver consumer with utmost values in term of good taste and availability, which it helps to build up long-term profitable relationship. 2 3.0 Brand Imagery Scale: 1 (Worst) – 5 (Best) Elements Strength Brand History, Fully integrated Heritage, and experience Experience Value-Gain - Creates an ideal relationship - Long Term relationship Score Elements 5 Purchase and usage imagery Weakness - Coca-Cola is beyond a drink. - Lose the target market and redirects the drink as an inconsumable beverage Value-Loss - Loss of market share. - Negative publicity to the brand. Score 2 3.1 Proper Market Segmentation, Targeting, and Positioning Coca-Cola should have a clear direction to market their products. This is to increase market share and mind share in the long run and the capability of sustainable. 4.0 Brand Judgement Scale: 1 (Worst) – 5 (Best) Stages Elements Strength Value-Gain Score Elements Brand judgment Brand quality KORE follows standard policy to maintain quality and safety of ingredients and distribution among supply chains and stores. Dominate market capitalization of 196.8 billion in 2017. Brand Superiority Weakness Word of web Value-Loss Score Any bad news or scandals spread fast 4 2 4.1 Online Marketing Coca-Cola should have involving in the online marketing, mainly to broaden the target market and target consumer. For example, Content Marketing and Social Media Marketing. 5.0 Brand Feelings Stages Elements Strength Brand feelings Excitement The coke engages it among consumers to promote its products through campaigns. Scale: 1 (Worst) – 5 (Best) Value-Gain Consumers become part of the creative team hence more enthusiastic to purchase the product. Score Elements Security 5 Weakness Value-Loss Score Poor hygiene management. Human waste found in CocaCola cans in Northern Ireland. Affect customers purchasing decision and may shift brands 2 5.1 Strict Hygiene Practices Coca-Cola should have strict hygiene practices in the factories in order to prevent any product contamination with pathogenic microorganism. 6.0 Brand Resonance Elements Strength Value-Gain Attitude Attachment - Fans manage fan pages for CocaCola. - Coca-Cola collectors clubs host sales of coke memorabilia worth of billions. - Adding more publicity to the brand - New business ventures like CocaCola museum to attract fans. Scale: 1 (Worst) – 5 (Best) Score Elements Sense of community 5 Weakness Value-Loss Brand dilution Market share and due to illMind share may judged brand get affected extension: Coca-Cola Blak Score 2 6.1 New Product Development Process Coca-Cola should go through strictly the process before products launch to the market. This is to ensure under promise and over deliver of values is achieved.