How Brand Awareness Can Gain Competitive Advantage To Companies A Case Study Of Coca Cola Company In UK - Dissertation Example

This dissertation focuses on the Coca-cola company that is a competitive brand and its use of marketing techniques seems to be a bullet proof formula for success. Therefore the intention of this dissertation is to identify exactly how coca-cola uses brand awareness to gain a competitive advantage over its competitors. This is extremely important in terms of emerging markets like the technology sector. If companies can identify exactly how to imitate the coca-cola method to brand awareness, then they will be able to capture a leading position within the category.

The researcher of this dissertation discusses various aims and objectives of this work, such as: to identify the tactics used by Coca-Cola to maximize its brand awareness, to critically evaluate the methods used by Coca-Cola within the context of the “22 Immutable Laws of Marketing” by Al Ries and Jack Trout, to Compare and Contrast the methods used by Coca-Cola and Pepsi, to identify other sectors that may benefit from mimicking Cola’s marketing platform and to identify areas where Coke may be vulnerable.

In conclusion, the researcher tries to explore the consumer aptitude regarding the efficacy of Coca-Cola branding campaign. This will help us determine how individuals perceive the brand, where they developed those perceptions, and how likely their perceptions are to change. After analyzing how consumers feel about the brand, the researcher states that he will be able to developed a formula for brand efficiency.