I need a research paper on brand equity on a consumers standpoint featuring a famous person. The paper has to be 2 pages long. It should entail how the brand evolved over time and how its changed over time. The second part of the paper should explain a celebrity that will endorse the brand and why they will beconnected to the brand. Then describe competition and what kind of endorsers they would use.© BrainMass Inc. brainmass.com October 17, 2018, 11:15 am ad1c9bdddf
The selected brand is Coca-Cola. The company first started in 1886 and the in 1892 the marketer Asa Candler purchased Coca-Cola from the inventor Dr. John Pemberton. The first advertising budget was $11,000 and the first celebrity to endorse the brand was Hilda Clark in 1900. Coca-Cola appeared in national magazines in 1904 and by 1911 the company's advertising budget increased to $1 million. The first television commercials premiered on Thanksgiving in 1950. After 99 years Coca-Cola tried to change the taste by introducing New Coke. There was strong negative reaction and Coca-Cola was compelled to go back to its old taste. One of the strongest advertisements of Coca-Cola was the 'Northern Lights' commercial in 1993. This was the first time that polar bears were used in Coca-Cola advertisements. The budget for advertising Coke and building strong brand equity pushed up its advertising budget in 2011 to $4 billion. The brand of Coca-Cola has also decided to go ...
Coca Cola brand is discussed step-by-step in this solution. The response also has the sources used.
What is brand equity and customer equity?
Discuss the advantages and disadvantages of each.
Discuss why the marketers prefer customer equity?