Secondary Brand Associations

PRESENTED BY:
Wajid Ali Haifa Saleem Nabita Ishtiaq Shakeel Aslam Hassan Naseer Rana Tassadaq 3335 3336 3353 3338 3328 3316

PRESENTED TO:
MR. GHULAM AHMAD RANA

Secondary Brand Associations

"Linking a brand with some other entity may not only create new brand associations with the entity but may also affect existing associations."
(Keller, 2012)

Country of Origin
Coca Cola generates strong and favorable associations as America is well known for carbonated drinks and dominates the beverage market. America has a developed reputation of 53.6 on a scale of 100. (The country Rep, 2010)
Consumer brand knowledge has already been achieved and ranked number 1 best global brand. (Rankingbrands.com) Coca-Cola introduced diet coke in 1986.

Co-Branding
Diet Coke's secondary brand associations market strategy centers on co-branding. Jean Paul Gautier had been appointed creative director for the brand. Consumers are aware of Jean Paul as a luxury fashion designer and these good judgments and feelings are transferred to drinking Diet Coke. Embraced new technologies - Benefit used Facebook to offer make-up tutorials and gave a Diet Coke coupon for every purchase. Aimed at younger women and associates with style.

Co-Branding
Returning with their "Love it Light" campaign, Diet Coke released 3 new can designs in Europe and the UK while partnering with benefit Cosmetics, the American beauty products brand. As show under, the cans are featured floral, zebra and hounds tooth prints in female face profiles.

Sponsorship
Diet coke has been an active supporter of the Heart Truth Campaign in association with the national heart and blood institute. Diet Coke sponsored Ugly Betty which contributed to brand equity by improving brand awareness. Diet Coke sponsored Style to Rock a TV program which explored the fashion talent and creativity of London.

Third Party
Coca Cola won The Coveted Sustainable Pack of the Year prize at The UK Packaging Awards for its plastic recyclable 'Plant Bottle. Consumers perceptions and attitudes towards Diet Coke improved due to the positive environmental impact.

Channels of Distribution
Diet Coke is available through many different channels for example restaurants such as McDonalds, pizza express and etc.

Consumers may perceive Diet Coke differently in regards of its channel of distribution. For example McDonalds serve the drink in a plastic cup and pizza express serve it in a glass bottle, this effects consumers judgments about Diet Coke.