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1
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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3
Brand Performance

1. The product provides the customer with extreme
   satisfaction.
2. The expectations of the clients are ideally
   exceeded through meets.
3. This brand has created positive brand personality
   among its consumer through its performance and
   understanding.
4. There is difference between what is the present
   position of the brand and where they want to
   reach.

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4
BRAND IMAGERY

1. The coca-cola brand is unique and the oldest
   brand in its field.
2. 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.
3. The customers of coca cola have a sense of
   attachment with brand.

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5
CONSUMER REACTIONS

• Judgement
• The consumer judge the quality of drink based on
  its actual and perceived quality.
• The coke consumers also judge the creditability
  of product considering expertise, worthiness and
  likability coca cola judge

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CONSUMER REACTIONS

• Feeling
• They consider feeling of consumer while buying
  the product.
• The quality of product is judged that how it is
  meeting the needs of consumers.

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7
BRAND RESONANCE

1. It is the most disirable stage where all the
   brands want to reach.
2. It is achieved when the consumer feels deep
   psychological bond
3. Consumers of coca cola are deeply attached with
   it.
4. People are satisfied and actively engaged with
   the brand.

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REFERENCES

1. Apple Marketing Mix. 2014.
2. Brady, L. D., 2010. Essentials of International
   Marketing. M.E. Sharpe.
3. Brooks, R.and Simkin, S., 2012. Judging marketing
   mix effectiveness. Marketing Intelligence
   Planning.
4. Czinkota, M. and Ronkainen,L.,2012. International
   Marketing. Cengage Learning.
5. Definition Of International Marketing. 2014

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