UKNM: The truth about the value of Coke's brand

[Charlie Osmond]

Michael and others,


The power of added value from a brand can be seen from the following study

results:


*Blind Cola Test

   - Prefer Pepsi to Coke: 51%

   - Prefer Coke                44%

   - Can't Say                      5%


*Open test where the brands can be seen

   - Prefer Pepsi                23%

   - Prefer Coke                  65%

   - Can't say                     12%


So the brand improves the product - this is because a  brand is a major part

of any augmented product and this is what consumers are almost always

interested in. It is thus wrong to say that "only the products have value

and not brands".


Charlie


Charlie Osmond

Fresh Minds


> Date: Tue, 5 Sep 2000 12:08:45 +0100

>

From: Michael Reidy <michaelbespoke [dot] co [dot] uk>

> Subject: RE: UKNM: Jungle Bailout?

>

> Are people actually starting to realize that only products have value and

> not brands?

>

> MR

>

> Michael Reidy

> Marketing Director & Online Media

>

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