Brands represent a company’s most valuable intangible assets. As such, critical decisions about brand portfolios must be made within a context of sound strategic considerations.
Let’s face it, your brand doesn’t exist without your customers; no one is going to buy anything from you if they don’t know you exist and, no matter how awesome your product/service offering, it’s completely irrelevant if no one is using it. That’s why increasing brand awareness is key to any successful marketing strategy—it’s that simple.
Coca-Cola is stepping up efforts to drive transformation into a “Total Beverage Company” that relies less on its core carbonated soft drinks. Last January, transitioning away from its traditional brand architecture, the 131-year-old global behemoth that sells 500 brands in 200 countries, streamlined its trademark brand portfolio into a cohesive “One Brand” strategy.