Effect of Coca Cola’s New Product

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Table of Contents

1. Introduction. 2

1.1.     Background of the Study. 2

2. Rationale. 2

Research Questions. 2

Context and Critical Discussion. 2

Introduction to Branding Strategies. 2

Theories and Models related to Brand Extension. 2

The impact of Brand Extension on the Sales and Profitability of Parent Brand. 2

The impact of Brand Extension on Consumer’s Perception towards Parent Brand. 2

References. 2

1.    Introduction

Effect of Coca Cola:The dissertation aims to analyse the impacts of brand extension on the consumer’s perception towards the brand. The brand selected for the dissertation is Coca Cola as it has introduced a new product named Coca Cola Life; the impact of introduction of this new product has been analysed on the consumer’s perception towards the brand. The research aims and objectives of the dissertation are as follows: