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Essay / Research Paper Abstract
A 5 page paper discussing brand building. Kleenex®, Band-Aid® and Coke® all marketed their brands too well over the years. To many, every tissue is a Kleenex®, and every small plastic or fabric bandage is a Band-Aid®. Judicious use of marketing communication can create the enviable position that Coca-Cola enjoys in its industry. "Over marketing," such as that which has occurred with Kleenex® is not all bad either. Consumers still are more aware of the brand's name, but the company likely has overspent in taking its message to the consumer. Bibliography lists 5 sources.
Page Count:
5 pages (~225 words per page)
File: CC6_KSmktgBrand.rtf
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Unformatted sample text from the term paper:
all marketed their brands too well over the years. To many, every tissue is a Kleenex(r), and every small plastic or fabric bandage is a Band-Aid(r). On the
other hand, people may refer to all (or perhaps only the dark) soft drinks as Cokes(r), but that company enjoys a high level of customer loyalty that other common brands
do not. Building the Brand The opposite side of well-known brands is that consumers readily
differentiate product classes between brands. Ketchup is not referred to as a generic Heinz(r) as is the case with tissues and bandages, yet consumers make clear distinction between Heinz
and other brands of ketchup. They also have their favorites and generally will not stray from the one to which they have assigned their loyalties.
Coca-Cola has the worlds most recognizable brand and is available all around the world. The entire beverage industry has undergone changes in recent years that have
affected Coke along with its competitors. Nearly from its inception, the mission of the Coca-Cola Company has been to make the product a
universal, global one. Long before the globalization trend that has now become so familiar was ever conceived, it was Cokes policy to work to place its product "within arms
reach" of anyone with the most casual of thoughts of wanting one right away. Coca-Cola products are available in virtually every county in
the world now, but company leadership recently has discovered that its mere presence is not enough to ensure success. The company relies on volume sales, and the cultures of
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