Discuss the Brand Positioning Strategies Adopted by Coca-Cola: Strategic Management Report, UCD,
| University | University College Dublin (UCD) |
| Subject | Strategic Management |
Coca-Cola’s Shift to a “One Brand” Strategy: Can it Change Consumers’ Perception? – Assignment
1. Discuss the brand positioning strategies adopted by Coca-Cola over the years.
2. Why did Coca-Cola move from the “Sub-Brands” to the “One-Brand” marketing strategy? Analyze the pros and cons of this unified strategy.
3. How different is the “Taste the Feeling“ campaign from the “Open Happiness” campaign? Discuss.
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4. How can Coca-Cola’s unified marketing approach change consumer perceptions about the brand?
5. What are the key challenges that the brand Coca-Cola faces going forward? What should the company do to make its “One Brand” strategy more effective and drive sales?
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