Brand Management of Coca Cola, Pepsi and A.G. Barr

Topic: Brand Management of Coca Cola, Pepsi and A.G. Barr

LITERATURE REVIEW

The process of brand creations is a very important thing to the growth and sustenance of any business unit. It is due to the high value that is attached to brand creation process that it is deemed very important that a company does not only struggle by itself in creating the brand but include optimally the customers in creating the brand. For a company to have fruitful results from its brand creations process, it has to ensure that it makes it very clear that it is making a promise to the customers. The vision and the strategies that the business has for the future have to be very effective in ensuring that the customer feels that the business is incorporating his or her needs. So as to ensure that this result is achieved, a company has to ensure that it is fully aware of the various expectations that the customers have for the brand so that it lives continually to the expectations of the customers. An effective brand management therefore ensures that a long term and strong relationship is developed between the company and its customers (Otonkue, Ezak and Edu, 2009). From the illustrations above, it is clear that branding aims at highlighting a company and its products from the competitive marketing and also going a head to create a lasting impression in the mind of the customers. The power of the brand can therefore be said to lie in the mind of the customers. Whatever the customers, learn, feel, see and hear in regard to the brand as a consequence of their experiences across time mainly accumulates into forming the power of the brand. It is from this perspective that this literature review bases on discussing the power of the brand in the beverage industry. A keen

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