Brand and Product Management

***** ********** ****** ** *** ******* ** upholding improving and *********** a *************** ***** so **** ********* ********* *** always ********* with * lot of ********** ******** ****** and ******* **** * **** ***** management is **** *** ******** * ********* ********** *** ************ ****** on *** ***** *** *** to make ** ********* to *** ********* ******* **** ***** ********** ** conducted **** ***** ** a ********** ** ******** *** ***** ** a ********** ******* ***** is ********** **** the ***** ** *** ***** hand ******* management ** ** ******** of a ****** to ********* a product’s *********** ********** so ** ** **** up **** * ******** of differencing *** ****** * ******* unique ** *** clients’ ***** ********* and ****** **** **** Therefore this ****** **** **** ** ************ the ***** *********** *** ******** ** *** product ** Australian ******* ********* *** ****** ** ** ***** ** ********* the ********** *********** of the *** ******** regarding ******** ********* *** ******

***** awareness

**** ******** arise from ***** ********* *** ***** importance is that brand ********* helps ********* ** ****** * particular ***** **** in **** ****** ** *** evident that ***** awareness ******* ********* to ****** the ****** **** **** ****** ** most *************** *** ********* 2005 p **** Thus ********* brand ********* *** **** * ******* ** win * ****** ***** ** a ****** **** ** ************* by many ******* ** a ******* **** *** ********** *** ******** it was ********* **** **** **** of *** ********* recall ********* ***** ** compared ** Sprite This tells ** that ********* is ****** to ***** its *********** in the ********** ****** because of ***** ****** *** ***** importance of ***** awareness ** *********** Recognition ***** a firm’s brand ** be ***** ****** ** ********* ********* **** ********** to ********* ***** which *** *** **** aim of any ******** **** ***** ** ******** ******* ** * *********** ****** **** ** *** ********** ****** Coca-Cola *** **** a ************* ****** ** ****** their ***** ************ among **** ***** *********** Finally ***** ********* ** essential *** ***** *********** **** ***** ********* ** develop *********** **** the brand *** the **** ******* this Coca-Cola *** ****** **** embarked on serious ********* ****** ** ****** their brands *** **** preferred in the ********** *******

*** ****** ** ********* brand ********* ** ********* *** Sprite was ********** ***** * ****** questionnaire *** ****** information ** ******** to ** filled ***** consumer *********** ** ******* ****** ** *** ********** ****** And ** ** all **** *** ability of * ***** having strength ** the ****** ****** ****** ** *** customer's mind *** ********* ** *** ********* ** **** ********** ******* ****** *** Murphy 2008 * *** **** ***** awareness *** ** ******** ** as the prerequisite knowledge ** the ********* ** * ******* brand ** *** ****** Researchers ****** **** ***** *** ***** different ****** ** ***** ********* ***** ** * ********* ***** brand recognition ** at its ****** ***** meaning **** **** ** *** ********* have ** ********* ** the ********* ** **** brand (Keller **** * ***** ****** ** a level ******** to as ******** ******** meaning **** * ***** is ********* ********** regarding customer awareness? Third ** * ***** ***** ***** awareness is ** *** ********* or ********* ****** For ** it **** ** *** *********** ** surveyors ** *** ********** ****** **** *** ***** awareness ** ********* *** *** ********* ** compared ** ****** ***** was somewhat ******** **** ******* **** ** **** *** ********* Company ** ********* a ******** **** ******* continuous *********** ** *** ***** ****** ** favorable *** the ********** ********* ****** ** the ***** **** ** ******** ** average market awareness **** ******* put ** ****** *** ********

**** ***** ********* ** *** *********** ** targeted ***** ** * brand *** ******* ******** This ******* that mere ********* ****** be ******** as *********** (Hoeffler and ****** 2002 **** **** ** the reason *** *** ****** ********* *** ****** ********* ** differentiate *** ****** unique to **** *** customer ***** **** *** ** ********* ***** ********* ** ** possible ** assess *** *********** ** *** product ********* ******** and consumption For ******** when Coca-Cola *** Sprite ******* ****** ***** of ***** ******** *** management ** assured that ***** ** ***** ********* ***** ********* consumers (Abela *** Murphy 2008 * *** But **** looking **** * ***** *********** of the two brands ** is evident **** ********* ******** reasonably ****** ** ******** ** ****** **** ******* **** *** ********* **** *** emphasized **** on *************** the brand to **** customer ****** ** ****** ***** ****** ** *** market ******* **** * **** ********* ****** ** *** doing ***** *** **** *** ******* ****** ** make *** ***** ****** *** *********** in *** ********** *******

***** ************

***** association ** ********** ** various aspects ** helps to ******* new ********* ***** ** nothing ***** *** * business like ********** *** ********* **** ***** a ******** to tap more ******* **** their sales ******* ** *** ability to retain and ******* new ********* ***** ***** Kim and ***** **** p **** **** ***** ************ **** ******** ** ***** *** ******** in a ****** ***** ** ******* that ***** customers ** *** ****** ** the **************** ****** **** strategy is ** *** in *** ********** ******* ******* big ********* **** ********* **** *********** * **** brand *********** helping ** block competitors **** *** ****** ******* ********** ** ***** association ** **** ** ***** ********* ****** ******** hardships ******* businesses **** ******** ********* ***** *********** their operations ** *** ****** So ** ** ******** **** challenges ****** ***** *********** ** ****** since ** **** help ** ******* *** ******** ***** ***** and recognition ** the ****** (John ***** *** *** ***** **** * **** **** ** is ** ********* ******** *** enabling * ******** ** expand *** operations ** new ******* **** ** *** ****** Coca-Cola and Sprite **** ****** ***** ** embrace brand *********** ***** it assists *** ********* ****** **** ******** ***** and ****** as * **** *** ******** *** ******* **** importantly ** impacts ******** even **** * business is ********** a *******

***** *********** ** *** **** between ***** ** *** **************** **** *** instance * ************** ****** ** comprised ** information **** ** ********* **** a connection ** ******** (Uggla 2006 p **** ***** ***** *********** ** ******** **** ********** ***** include ***** loyalty ***** ****** ********* ******* *********** ***** ****** ** **** ** ********* *** ***** *********** *** many ********* ** that **** ** ********** thinks **** about * product; can ****** to ** existing ***** Often ****** *********** ***** *** ********* ***** benefit *** attribute associations **** *********** ********* ** **** ********* which * company *** ******* ***** Loken *** and Monga **** * **** For ******* Coca-Cola *** ****** **** advantage ** **** ******** ** ******* brand loyalty ***** *** ******* Also the ********* ******* ********* brand ************ ** trying ** convince customers **** ***** ***** *** *** ******* attributes *** ******** ** ** to satisfy ***** ***** *** needs (Uggla **** ***** **** makes **** **** ******** judgments ******* *** brand *** instance ********* have * ********** **** ********* ** the ************* number *** ***** *** **** drinks and **** ****** contemplate ******** ** any ***** given ***** ****

********* *** ** create ***** *********** ********** so ** to enjoy a *********** advantage over other ***** ** *** same ******** Often ********* *** **** as * strategy ** ****** ***** brands ****** **** ***** brands so as ** **** the consumer’s ***** The ********* Company *** **** great ** trying ** make their brands ********* **** ***** of ***** manufacturers ** *** ********** ******* **** ******** *** ****** ******** ******* ******** ****** **** the ********** ****** ** ********* **** ********* **** Then *** ******* ***** to **** the ********* ************ ** ****** ***** ****** ***** *** ******** ******* ******** Sprite **** *** **** ** ** ** ****** ** this competitive ****** The companies *** strategies **** brand ******** associations **** ********* ******* ********* ****** ******* ***** impressions into * brand ***** and ***** awareness ** **** as ***** loyalty into brand ********** *** ******** intention ****** **** p113) Therefore *** ******* ***** association *** be ******** to ** *** links in *** **************** ****** between ***** *** *** ******** ********** and ********** *****

management ** *** ******* of upholding ********* and *********** * *************** brand so **** potential ********* *** ****** **** ** ** * positive ***** ** ******** *** creation ** * marketing ********** ***** ************ on *** brand *** **** **** it ******* ******** ***** *** ***** **** the ***** ******* we ******* **** Coca-Cola brand ******** ****** ** the ********** ****** ** comparison ** ****** ***** ********* ** important ** ** ***** ********* to ****** *** brand ********* the ***** as **** as developing *********** ** * ******* ***** ********* *** ****** *** brand ********* ** ******* ***** recognition ** *** ********** ****** ******* ***** ************ help ********* to ******* ***** ******** ***** and ***********

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