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CUSTOMER-BASED BRAND EQUITY MODEL

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Brand Salience 1. Brand salience is the degree to which a brand is thought about or

noticed.

2. Brand salience of coca-cola is more because large number of buyers

in buying situations purchase it more than any other brand.

3. It is because it provides better quality than its competitive brands.

4. It is the oldest brand in soft drink industry and far most successful.

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Brand Performance a. The product provides the customer with extreme satisfaction. b. The expectations of the clients are ideally exceeded through meets. c. This brand has created positive brand personality among its

consumer through its performance and understanding. d. There is difference between what is the present position of the brand

and where they want to reach.

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BRAND IMAGERY a. The coca-cola brand is unique and the oldest brand in its field. b. The brand has such a powerful image on its consumer that the first

thing that clicks into the minds of customer where softdrinks are required is coke. c. The customers of coca cola have a sense of attachment with brand.

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CONSUMER REACTIONS â—† Judgement: a. The consumer judge the quality of drink based on its actual and

perceived quality. b. The coke consumers also judge the creditability of product

considering expertise, worthiness and likability coca cola judge

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CONSUMER REACTIONS â—† Feeling a. They consider feeling of consumer while buying the product. b. The quality of product is judged that how it is meeting the needs of

consumers.

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BRAND RESONANCE a. It is the most disirable stage where all the brands want to reach. b. It is achieved when the consumer feels deep psychological bond c. Consumers of coca cola are deeply attached with it. d. People are satisfied and actively engaged with the brand.

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REFERENCES a. Apple Marketing Mix. 2014. b. Brady, L. D., 2010. Essentials of International Marketing. M.E.

Sharpe. c. Brooks,

R.and Simkin, S., 2012. Judging effectiveness. Marketing Intelligence & Planning.

d. Czinkota,

marketing

mix

M. and Ronkainen,L.,2012. International Marketing.

Cengage Learning.

e. Definition Of International Marketing. 2014

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