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Coca- cola as a brand has other different sub-brands including; Coca-Cola, Zero, Life as well as Diet Coke. The four ranges all have distinct specific design as well as marketing strategy and they are all aimed at different audience. I would propose that all the brands be unified underneath the distinct recognizable Coke trademark. The different sub-brands can be unified with a linked design. This proposal could strengthen the iconic Coke brand transversely the entire collection of products. This is an important transformation in tactical direction envisioned to place Coca-Cola as a dominant brand (Baah & Bohaker 2015).

The main aim of this new strategy is to unify all the sub-brands including; Coca-Cola, Zero, Life as well as Diet Coke in the distinct recognizable Coke brand. The proposal is aimed at adopting fully a dominant brand tactic on the packaging and marketing. Implementation of this proposal may bring about loss of acknowledgement of various sub-brand names that consumers are familiar with at present including; Zero, Life, as well as Diet Coke which are iconic products in their own right. Without doubt, the existing sub-brands have been introduced to the collection over the inordinate length of time to solve problems of targeting as well as competition in the market. Different communications brought about different ethics for individual sub-brand. This enabled customers to intuitively understand what the sub-brands were about and in addition understand who the target audience was. In marketing, brand comes first, brand strategy on the other hand is different from communication tactic. The proposed bring together of brand standards will aid the Coke Company in saving cost through justification of marketing. For the unification strategy to work, the labeling and packages are to be completed with a similar approach in mind (Kelley & Jugenheimer 2015).

From Kelley and Jugenheimer one would argue that unification of the coke brand is not set to change the different feels and tastes of the sub-brands so the unified brand will still retain its audience and even make it known to more people all over the world. There is thus a higher chance of widening the target market. Demographically, the unification of the sub-brands will broaden the target market and the audience all around the world. Geographically, the unified products will be easily spread to more areas around the world due to good and effective communication and advertisement of the products. Marketing of the different brands has been done separately in the past. It will be easier and cost saving to advertise the brands under one common management. Thus easily recognized around the world (Aaker & Biel 2013). Psychographically, the unification of the brands will allow a comfortable lifestyle of choice where individuals can choose from a variety of feels and tastes of a coke under one major well-known brand. The customers can choose from the brands depending on their different personalities. On the behavioral segmentation, the improved communication, marketing and advertising will improve the acceptance of the unified products in the market all over the world (Baah & Bohaker 2015).

This proposal to shift and create a master brand is a brilliant idea. The sub-brands will do better when embraced under the master brand, the world-famous original. However, this is just an executional artistic alteration and not a tactical brand remodel. It may bring about misperception not improvement if not well implemented. Eventually, it will join into taste variations, and not detached offers (Kelley & Jugenheimer 2015). To be successful, the project transformation must shift into a greater visualization that will be embraced by master brand and the society at large. This will make it easier for the unified brands to be accepted worldwide.


Aaker, D.A. and Biel, A., 2013. Brand equity & advertising: advertising’s role in building strong brands. Psychology Press.

Baah, S. and Bohaker, L., 2015. The Coca-Cola Company. Culture, 16, p.17.

Kelley, L. and Jugenheimer, D.W., 2015. Advertising Account Planning: Planning and Managing an IMC Campaign. Routledge.