Brand equity in the Marketing strategy of Coca Cola

Coca Cola is the one brand which is recognized by everyone around the globe. When
we talk about brand equity then it is its value & it’s about stories, memories,
associations, and human connections (although of course, these connections would
have been very carefully and deliberately engineered by talented marketers over
many years and countless board meetings).

This is something that Coca-Cola has been the master of for over 100 years. This
equity is derived from people’s willingness to pay a premium for the brand and an
unwillingness to accept substitutes. Coca-Cola’s marketing strategy has always been
to associate happiness, positivity and the good life with their products, & that’s
how they are able to create high TOMA (Top of mind awareness).