Diet Coke

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Date Submitted: 09/25/2012 07:56 PM

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MKTG 4550 A – Brand Management

Assignment #2:

Brand Equity, Identity and Love Marks:


Coca-cola is a company steeped in tradition. Founded in 1886 by Dr. John Stith Pemberton, Coca-cola has become the one of the most recognizable brands in the world. In 1982, attempting to capitalize on their brand recognition, Coca-cola introduced one of the most successful brand extensions in history, Diet Coke. Soon thereafter, Diet Coke had become the best selling low-calorie soft drink and the third biggest selling carbonated soft drink, trailing only Coke and Pepsi.[i] The following will deconstruct the Diet Coke brand in an attempt to unmask the positive and negative attributes that have made it an iconic brand.

4 Aaker Equity Measures

In order to make appropriate use of the four Aaker equity measures, it must be noted that the category segment within which Diet Coke currently competes is diet carbonated soft drinks. Diet Coke’s primary competition within this segment are Diet Pepsi and private label brands such as President’s Choice. Competition from non-colas like Diet Sprite, Diet 7-Up and Diet Mountain Dew is also worth noting.

Asset #1: Brand Awareness

is difficult to argue that when the average person is asked the question, “What brand comes to mind when I say diet carbonated soft drink?”, they will inevitably respond by stating, “Diet Coke.” To reinforce this argument, individuals I approached all offered Diet Coke as their response. In other words, Diet Coke enjoys ‘top of mind’ brand recall in is segment. This shouldn’t strike anyone as surprising, as Diet Coke has been the best selling diet soft drink for more than twenty years.

Similarly, Diet Pepsi shares Diet Coke’s prominent brand awareness. The consumers past exposure to the Diet Pepsi brand is on par with that of Diet Coke, as anyone asked to identify their respective...