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The power of brand position – Regaining brand strength by sharing a brand meaning in the beverage industry in Denmark

By Lien Thi Phuong Nguyen

Abstract

The purpose of the paper is to explain to what extent a brand owner could make use of brand positioning theory to increase long-term effects in building brand strength and loyalty. Applying the critical realism philosophy of science, with the use of multiple sources of data such as a case study, an in-depth interview and video data, Coca-Cola’s brand positioning effectiveness in engaging consumers and changing their attitude (towards Coke brand) was interpreted and evaluated. The research findings showed that, a brand owner to a large extent could make use of brand positioning theory to increase long-term effects in building brand strength and loyalty. The findings can be used to suggest brand managers in learning from Coca-Cola’s successful brand positioning in the Share a Coke campaign in four aspects: Innovation in communications, Mass-market penetration in terms of social media, Customization and emotional selling, and user-generated content and story telling. This project aims to find a relation between brand positioning and brand loyalty and closes the literature gap by developing a connection to how positioning can increase engagement, change consumers’ attitude and overtime can generate long-term loyalty

Topics: Brand positioning, emotional branding, Share a Coke, Coca-Cola
Year: 2015
OAI identifier: oai:rudar.ruc.dk:1800/18053
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