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.