Measuring brand equity with Coca-Cola products

Brand equity is difficult to measure as it depends to a large extent on consumer perception and opinion of a brand. When a product has high brand equity, they manage to keep their current customers by keeping them satisfied with the quality of the products and service. They are also successful at attracting new customers who have heard about the brand through successful marketing or word of mouth.

Coca-Cola’s brand equity is difficult to measure as they have added numerous products to their brand. In addition to the numerous versions of Coca-Cola competing with other beverage brands around the world, Coca-Cola competes with itself. There are numerous versions/brands nationwide that are part of the Coca-Cola family. Some of the brands are Coca-Cola Classic, Dasani Water, Full Throttle, Fanta and Soy Products. In addition to competing with itself, the Coca-Cola Company has saturated the market and consumers who may not like one product can actually enjoy another Coca-Cola product. However, the consumer may not be aware that the drink actually belongs to the Coca-Cola family. As a result, brand equity can be difficult to measure as consumers can be loyal and repeat customers of a brand and not know where it came from.

Despite the numerous brands and the difficulty of measuring brand equity, it is clear that Coca-Cola has high brand equity. They are a company that has been in business for many years and has won business from consumers in the soda market as well as numerous other beverage markets both domestically and internationally. Their sales and growth show that they are a successful company.