Strategic Brand AnalysisMauricio Veiga

About KO

19.600 servings per second.

125 years in business

John PembertonInventor

49 consecutive years with increased

dividends

3,500+Beverages

Non-Alcoholic and ready-to-drink beverages

Main Branding Elements

Customer Analysis

Trends

Motivations

Trends

Unmet Needs Segmentation

Competitors’ Analysis

•Brand Image/Identity•Strengths and Strategies•Vulnerabilities

Self-Analysis

•Existing Brand Image

•Brand Heritage

•Strengths and Capabilities

•Organization Values