Coca-Cola Brand Audit


Coca-Cola is one of America’s oldest brands, but how does the brand fare today? See how US consumers today feel about Coca-Cola’s brand and positioning. Read on for a brand audit of Coca-Cola and see how it stands against its competitors.

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Coca-Cola Brand Reputation

Brand reputation measures how consumers perceive the brand. A favorable brand reputation means customers trust the brand and feel good about purchasing good and services.

Question intro for coke’s brand rep

On a scale of 1-5, how would you rate Coke’s brand? Why?

Coca-Cola Brand Positioning

Properly executed brand positioning acts as a force multiplier for all other marketing initiatives. Having unique brand positioning helps improve your company’s visibility in your target markets. Additionally, brand positioning boosts top-of-mind recall for your potential customers and acts acts as a competitive lever against your competition.

What words come to mind when you think of Coke?

Coca-Cola Brand Weaknesses

Measuring the inverse of brand equity, this poll helps pinpoint areas where your brand may need some work.

What are the weaknesses of the Coke brand?

Coca-Cola Brand Strength

Brand equity is a overall measure of the perception of your brand from a customer perspective. Everything about a consumers interaction with your brand contributes to this perception, not just the actual purchasing of goods and services. The stronger your brand equity is, the more loyal customers will be to your brand, products, and services.

What are the strengths of the Coke brand?

Coca-Cola Top Competitors

The more you understand your competitors, the better chance you have of beating them.

This poll provides data for a quick-and-dirty competitive analysis based on potential consumer sentiment. By querying potential consumers, we get to understand your brand’s perceived position in the market.

Carefully read all the consumer comments to understand each competitor’s relative strengths and weaknesses, and potentially even perform a SWOT analysis with the data.

Who are Coke’s top competitors, and how do they compare?

Coca-Cola Brand Trajectory

Brands “grow up” and age just like people do.

Some brands in their infancy (Warby Parker, Instagram) seem to pop out of nowhere to dominate their space. Most successful brands follow a natural course and age to become “old” brands (JC Penny, Volvo) that most people associate with a prior generation. But there are a handful of brands (Coca-Cola, Disney) that seem timeless. What’s the secret? Careful management of their brand trajectory.

Brand trajectory is the measurement of a brand’s current and future positioning in its target markets. Brand trajectory is measured via regular customer surveys of brand awareness and positioning. Polls like this one help reveal consumers perception of an established brand, and their opinions on its future prospects.

On a scale of 1-5, how would you rate Coke’s future prospects? Why?

Coca-Cola Objective Consumer Descriptions

Marketers spend countless dollars to match the right words to their messages. But how does a marketer know their message is getting through?

This poll is a great way to test marketing message in a target consumer pool. Just ask your target market to describe your brand in their own words, and you’ll get qualitative insight on what’s working and potential areas for improvement and brand expansion.

How would you describe Coke in your own words?