How Branding Creates an

Effect on Consumers Buying

Choice? A Case Study of Coca
Cola Company.
Student Name: Mustafa Ahad Chowdhury
LSM Student ID: 12665

Title:
How branding creates an effect on consumers buying choice? A case study of Coca Cola
Company.

Introduction:
Coca Cola is a carbonated soft drink. Coca cola is a registered trade mark of Coca cola
Company which is situated in Atlanta, Georgia. It produces and supplys the soft drink in restaurants,
cafes, bars, retail stores and also in the vending machines throughout the whole world. It was invented
by John Pemberton in the late 19th century. But behind the huge success of this company there was
another man, who was actually a businessman named Asa Griggs Candler, his marketing technique
and strategies took this product into a whole new level of business throughout the whole 20 th century
and still it continues.
The original formula of making coca cola is still now these days is a trade secret. The
worldwide licensed coca cola companies, who hold the regional exclusive contracts with the main
company, only get the concentrated coca cola, what they call the real thing, from the main
company. The companies then add filtered water and sugar with the real thing to make the end
product. No one knows- How to make the concentrated coca cola or the real thing accept some top
level shareholders or CEO.
Even the advertisement of Coca-Cola affected the American culture significantly. The
modern image of Santa clause of an old man with red and white suite was originally created by CocaCola Company. Basically it was created by the companys winter advertisement campaign illustrated
by Haddon Sundblom.

The research issue:

Now these days, Coca-Cola is a huge brand name. Almost everyone around the whole world
knows what Coca-Cola is. It creates an unbelievable effect on peoples buying choice. Though now
there are so many different soft drinks or fizzy drinks companies around the whole world but still
everyone loves Coca-Cola the most. It happened only because of its brand image.
In 2001, Hislop defined what branding is. In 2004 and 2008 Kapferer and Keller showed the
values of brand image and how the customers are actually satisfied by the brand image.

This is an issue because;

In todays business, branding or brand name is very important as everyone or every company
wants to create their own impact or identity onto their targeted market. There are so many people who
want to buy the product only by their brand name and this is called brand loyalty. Some brand name
reflects the customers ability, as well as social status. For example, if anyone has Lamborghini or
Rolls Royce instead of having Toyota or Volkswagen, it says the financial ability or the social status
about that customer. So brand image is really important in todays business market. If we understand
the brand image and the strategies have been taken to create an identity or the brand name, the
business will be more successful.

The research Objectives:

By this research I will try to find out the customers brand values and preferences according
to the available products in London. It will open the book of strategies, what the big names create to
reach at the top level of branding. I will try find out the ways of branding for a new product in
comparison of an old product and spot out the factors required to calculate the branding strategy.

Conclusion:
Hopefully after finishing the research I will be able to spot those necessary things which are
required to create an brand image and also I will be able to show how branding motivates the
customers to be loyal to a particular company or product.