Branding Loyalty - The Coca Cola Company
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| Format: | Thesis |
| Kulcsszavak: | benchmarking brand loyalty branding marketing SWOT analysis |
| Online Access: | http://dolgozattar.uni-bge.hu/28143 |
| Abstract: | This research's largest aim is to find an answer, why we - everyday people - become loyal to a brand? What kind of influencing factors a business has to determine this? In this paper, we have the Coca-Cola Company in the center, because it is a corporation that is well-known worldwide, has been popular for more than 100 years and during all these years, it was able to maintain the interest of changing generations. I am inquisitive about people’s opinions about loyalty, especially to a brand: what do they think, how could Coca-Cola build such a huge and prosperous brand over the years, after starting as a small business like any other we know? What are the most effective marketing communication channels, that should be used when building a strong brand? For my investigation, I used both qualitative and quantitative research methods, which I incorporated into the questionnaire I prepared. Based on more than 200 responses, I managed to draw surprising and interesting conclusions. |
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