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Rescooped by Jacinda Morgan from Brand Loyalty
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Brand Loyalty: Why do people prefer Coca-Cola? - B2B Marketing

Brand Loyalty: Why do people prefer Coca-Cola? - B2B Marketing | branding | Scoop.it
Despite taste tests showing otherwise, many people claim to prefer Coca-Cola to Pepsi. Why is this?

Via Joshua Iles
Jacinda Morgan's insight:

I found this article really interesting. Coca cola is one of, if not the largest brands in the world. Blind taste tests were conducted and it was found that people preferred the taste of Pepsi but Coke was still their brand of choice. This is because of brand loyalty. Brand loyalty stems from the familiarity of a brand. In the case of Coca Cola, people favour this cola over pepsi as it has greater brand appeal. Consumers are constantly exposed to advertising related to Coca Cola. This familiarity leads to an affinity with the brand in which case consumers feel more loyal to one particular brand over another. Part of cokes brand loyalty are the touch points - these include the colours of coke, the shape of the bottle and the positive associations and emotional responses felt when purchasing this product. Although Pepsi is the preferred taste in cola, Coca cola's brand appeal and familiarity is the reason why consumer prefer coke.

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Joshua Iles 's curator insight, April 9, 2013 12:46 AM

Coca-Cola is, perhaps, the biggest brand in the world today. However, when taste test results showed that consumers actually preferred the taste of its biggest cola competitor, Pepsi, the emphasis on the strength of the Coca-Cola brand can, in itself, promote the importance of having brand loyalty. Coca-Cola has been on the market for many years, and billions of dollars have been, and are continuing to be, spent on continual marketing of the brand. Coca-Cola, over the years, has been able to successfully implement IMC strategies in order to maintain its place on top of the global soft drink market. Worldwide recognition along with substantial brand awareness is the obvious reason to why the brand has been able to maintain the sales and performance of the soft drink product itself, despite the actual taste not being placed above its competition. Loyalty definitely plays an important role aswell; without having loyal customers, Coca-Cola may have potentially been drowned by its competitors. Successful brand management has allowed Coca-Cola to become on of the top brands in the world, with brand equity that has, so far, been unmatched.

Easter Greig's comment, April 9, 2013 1:12 AM
Coca-Cola is the biggest brand in the world and has been in this same persona for many years, I think the main reason for coca-colas success throughout the years is its innovative implementations of various I.M.C campaigns e.g Santa for many of us has always been the color red, this was made so by coke.
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The Psychology of Color in Marketing and Branding | Help Scout

The Psychology of Color in Marketing and Branding | Help Scout | branding | Scoop.it

The psychology of color as it relates to persuasion is one of the most interesting—and most controversial—aspects of marketing.To alleviate this trend and give proper treatment to a truly fascinating element of human behavior, today we’re going to cover a selection of the most reliable research on color theory and persuasion .

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Rescooped by Jacinda Morgan from The MarTech Digest
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Rethinking Digital Age Marketing Strategy - Branding Strategy Insider

Rethinking Digital Age Marketing Strategy - Branding Strategy Insider | branding | Scoop.it
Steve Jobs liked to say that it’s not enough to kill bad ideas, you have to kill good ones too.

 

Digest...

 

Marketing strategy is particularly difficult because the rules have changed. A generation ago, brands mostly strove to create buzz and “drive awareness,” now they need to build compelling experiences that keep consumers engaged.

 

However, the old tasks have not gone away. We still need to run TV ads and in-store promotions, man conference booths and hand out brochures, but now on top of that we have a whole new world of algorithms, apps and devices to master. To meet the new challenges, we need a new strategic approach, a new mindset and new organizations.

 

The above chart shows the three core brand objectives aligned with six tactical strategies. Mere platitudes and a “one size fits all” approach will not do, so once we’ve identified a particular area of need, we want to focus on building an approach designed for that specific task, rather than chasing the latest fad.


Via CYDigital
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Hsin-Ju Tsai's curator insight, October 1, 2014 7:26 AM

In this digital age, traditional branding strategy may not effective to be executed. This article is showing the new brand strategy, three core brand objectives with six tactical strategies. @Ashleigh Ali

 

Matthew Alipour's curator insight, October 2, 2014 1:55 AM

A big question is how can we increase the size of the end of the funnel?

Katia Giovaneli Vatneberg's curator insight, October 28, 2014 4:56 AM

Time to rethink!