In response to the healthier drink trend, Coca-Cola released Dasani, Ciel, and Smartwater bottled water. The company also owns sports drink Powerade, smoothiebrandInnocent Drinks, and orange juice brands Minute Maid and Simply Orange. Subsidiary / BrandBusiness CategoryKey DifferentiatorIntegration Stra...
The McDonald’s golden arch is one of the most recognizable brand elements in history, rivaled only by other iconic assets like Nike’s catchphrase, Amazon’s packaging, and Coca-Cola’s red. These brand assets are easily identifiable and encourage audiences to quickly recall specific brand na...
How important should branding be to a startup or small business? We explain what is a brand and how to build yours in 2021. Check it out.
In this arrangement, the company that owns the product design or brand, often referred to as the “client” or “contracting party,” enters into a contractual agreement with the contract manufacturer. Explore the key differences between contract manufacturing and original brand manufacturing: ...
Suppose a brand owns a large market share. In that case, their positioning strategy should be appealing to a wide group of consumers, so you can try converting some of their consumers by providing a similar item with similar features at the same price point. Market positioning based on ...
An American CPG brand, Mars is most well-known for its production of chocolate candy. Some of its most popular brands include M&M’s, Snickers, and Twix. The company also owns a number of pet food brands, including Pedigree and Whiskas. Founded in 1911, Mars is headquartered in McLean,...
Normal/partially-owned subsidiary: A normal subsidiary is when a parent or holding corporation owns more than half of the common stock. This means the subsidiary will have multiple shareholders who can influence the corporation’s ongoing operations.What...
1) Coca-Cola’s Happiness Machine In 2010 an unsuspecting college campus was about to get euphoric, courtesy ofCoca-Cola’s Happiness Machine. Over 15 million people saw this brand advocacy campaign within the first week of its release, which was no doubt a happy day for the company’s mar...
Does Coca-Cola or Pepsi Have a Better Brand? Both Coca-Cola and Pepsi have internationally recognizable brands. Coca-Cola is the international leader in beverages, while PepsiCo has a stronger brand presence in the snack and food industry. The Coca-Cola brand is also the more highly valued ...
Assets come in many shapes and sizes but some don't have a physical presence. Often called intangible assets, intellectual property holds just as much value for corporations as tangible assets. Logos and brand names that can be patented and trademarked help consumers recognize popular companies and...