Brand Audit on CocaCola Company Free Essay Example, 1000 words

This is crucial element in auditing a brand since it determines how consumers are likely to react in choosing the brand among competing brands (Maclaran, Saren, Goulding, Elliott, & Caterall, 2010). Accordingly, the brand pyramid resonance of Coca-Cola brand compared to that of its major competitor Pepsi brand are as reflected in the chart below. Source (Carolina, Quentin, Charlotte, Alexandre, & Alya, 2013). Source (Carolina, Quentin, Charlotte, Alexandre, & Alya, 2013). The brand pyramid resonance of Coca-Cola and Pepsi brand above reflects that the various dimensions employed in assessing consumer’s attitude and perception towards a given brand has a favorable attribute in Coca-Cola brand compared to that of Pepsi brand. Even though consumers have positive remarks towards the Pepsi brand in the pyramid above, the remarks towards Coca-Cola brand seems superior. This is because the consumer research conducted in assessing the consumers’ reaction in considering the brand seems they would consider a Coca-Cola brand due to the positive attitude and perception they possess compared to that of the main competitor (Rosenbloom, 2013). Accordingly, Coca-Cola brand is more competitive in penetrating the market compared to competing brands due to brand image of consumers as reflected by their remarks in the brand resonance pyramid. We will write a custom essay sample on Brand Audit on CocaCola Company or any topic specifically for you Only $17.96 $11.86/pageorder now Competitive analysis is another vital factor that is employed in undertaking brand audit. One of the aspects that are employed in determining the competitive analysis of a given brand compared to its competitors in the market is consumer loyalty (Gillespie & Hennessey, 2011). The consumer loyalty towards Coca-Cola brand compared to that Pepsi brand is higher. This is reflected by the high sales revenue and volume that Coca-Cola brand generates compared to that of Pepsi brand. In addition, the number of regional markets that Coca-Cola brand dominates compared to that of its major competitor Pepsi brand is significantly higher. Thus, the competitiveness of Coca-Cola brand is substantially high compared to of its competing brands in the beverage market. Furthermore, the brand equity of Coca-Cola brand compared to its competing brands demonstrates it is highly competitive. Strategic Recommendations Owing to the high value of Coca-Cola brand as reflected in the brand audit, it is vital for the management to undertake strategic steps to safeguard its brand strength in future. One of the strategic steps recommended for Coca-Cola management is to enhance the brand position of its brand.