Reference no: EM132269389

For a brand to succeed, it takes much more than just delivering a good product or service, having a strategy for approaching the audience is essential, and drawing the attention of the right audience involves a number of brand elements, such as the visual, emotional, rational, and cultural image that will be associated with it.

Brand positioning in the media also shows the importance of segmentation. The strategy helps the brand to define appropriate products for a specific group of customers, and adapts the marketing of the company when developing new products.

Similarly, a mix of mass marketing strategies as well as targeted marketing for certain products is used in order to boost sales in the competitive market. The drink is popular all over the world and enjoyed by people of all age groups, while Coca-Cola Diet, for example, is made for a niche of people who have a greater concern with healthy habits.

The company uses a competitive positioning strategy to be always ahead of its competitors in terms of operations, cost control, brand portfolio, marketing and customer relationship. The great secret of the company has always been to associate its brand with happiness, positivity and good moments between family and friends with its products, and this is how they were able to createa brand awareness among consumers.

Coca-Cola, with its branding strategy in Brazil, was able to relate the act of taking its soda in a happy moment. He also used his name tag to personalize. The company is widely consumed throughout the country, always focused on consumer yearnings and committed to permanent renewal, Coca-Cola started a diversification process in Brazil, launching non-carbonated beverages such as mineral water (Bonaqua), tea ice cream (Nestea), fruit juice (Kapo) and energy (Burn).