CONTENTS
HOW TO BUILD UP A GOOD BRAND NAME?
1. Conception and important of a brand name …… 2
2. Choose a great brand name……………………………………………………… 2
3. Building off the strategy to maintain and develop a good brand name: Coca cola
company …………………………………………………………………………… 5
3.1.Introduce about history,development process of Coca cola brand name…….5
3.2.Offer promotions to attact customers of Coca cola brand name……….… 7
3.3 .Often innovate products to suit customer needs of Coca cola brand name….9
Document reference………………………………………………………………… 11
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TOPIC: HOW TO BUILD UP A GOOD BRAND NAME?
Nowadays,a brand name is really important for development of company. Having a
recognizable brand name is very valuable for a company.The best brand names become a part of
consumers’ vocabularies and synonymous with the items they represent,like people say Coca
Cola instead of soft-drink.But to build up a good brand name is not simple,it always needs basic
factors beside strengths.To know clearly,my team research the topic has name :How to build up
a good brand name ? Our presentation is divided three main.
First : Conception and important of a brand name
Second: Choose a great brand name
Three : Building off the strategy to maintain and develop a good brand name: Coca cola
1. Conception and important of a brand name .
A brand name is a name used to distinguish one product from its competitors.It can apply to
a single product,an entire product range,or even a company.A brand name is usually associated
with a logo or other graphical representation of the brand in order to strengthen the brand
image.The main purpose of branding is to differentiate the products and services of one product
or business from those of competitors.Brand names can be made up of just about any word or
series of letters.Companies may name the brand after a founder.An ideal brand name is
unique,memorable,easy to understand,and creates an emotional connection with a target.
A brand name is really important for development of company. Having a recognizable brand
name is very valuable for a company.The best brand names become a part of consumers’

3. Identify the Message Your Brand Should Communicate
Once you understand what already exists in your market from your competitors and what
consumers want from brands in that market, you can refine your brand position. Use that position
along with your brand promise to develop the best brand name possible. Furthermore, identify
your brand’s unique personality and create a brand name to match.
4. Brainstorm without Judging
Gather your team together and start brainstorming! There are no bad ideas this early in the
process, so go for quantity. Even the most off-the-wall idea should be accepted and not judged.
You never know what crazy thought could spawn the perfect idea! Look at your brand from all
angles; focus on each benefit; consider all audiences; and make that list as long as you can. Be
sure to include consumers and unbiased third parties in your brainstorming process if possible.
5. Create a Short List
Use that long brainstorming list to develop possible brand names, and narrow that list of possible
brand names down to 10-20 of the best. Make sure the short list of brand names you create
includes names that can last through market changes, brand extensions, geographic expansions,
trends, fads, and so on. You should create a brand name that can stand the test of time, because
you never know where the world, the market, consumers, competitors, and you could go in years
to come.
6. Trademark and Domain Name Availability Search
Research the availability of each of the brand names on your short list for trademarking. You
don’t want to launch a brand and receive a cease and desist letter a few months (or years) later
telling you that someone else already owns that trademark so you have to stop using it. Also,
check for domain name availability. While it’s very possible that the exact domain name for your
brand name won’t be available, you need to know early if there are no acceptable alternatives
available.
7. Create a Shorter Short List
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Based on your trademark and domain name research, shorten your brand name short list even
further. Try to narrow it down to 5-10 of the best options.
8. Develop Brand Marketing Mock-ups

Cola Cherry
• The comments on the success of Coca-Cola in the world.
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In 1886, Coca-Cola was first introduced to the public in Atlanta, has really caught the attention
of even the most enjoyed by the wonderful aroma and attractive colors. Over time, her fragrance,
color and preservatives that have been preserved by those who diligently day and night are
involved in the production, distribution and promotion of consumption of Coca-Cola products
from around the world by own feelings and enthusiasm they won the Coca-Cola. As a result,
Coca-Cola soft drinks have become global celebrities.
The great appeal of Coca-Cola from year to year was evident in the thousands of advertisements
stretching for more than a century, a century of thinking and creativity. These images were so
many lovers, contributing to Coca-Cola's name became a familiar product life. Fresh, rich in
ideas and flavor, Coca-Cola has been involved in setting up a high quality standard for every
different consumer products in the world. To this day, the image of Coca-Cola has always
conveyed messages frank, honest and very rustic to your consumers.
Over time, these bottlers, distributors and all other members of the family of the global Coca-
Cola has maintained its leading position second to none in the beverage industry, and services
style most innovative, convenient and most fervent Coca-Cola has always wanted to bring our
customers and consumers.
Experienced more than 100 years since its founding, Coca-Cola has always reflected the shift of
time, keep pace with the ever changing global. From Europe, a market where consolidation is
bringing the best opportunity attractive to Latin America, where the economy is recovering
allows to exploit the promising potential, Coca-Cola always shown great charisma. The last
century has seen spectacular progress in human history. This century promises to continue the
development of grand more. And in the period that changes, there is always a constant demand
for simplicity that the people "are the refreshing beverage" has been and will be Coca-Cola better
meet any products any other ever created. Confident to go new century, Coca-Cola is still
enduring icon, a symbol of quality, integrity, value, pleasure and so much more.
Coca-Cola over time
8/5/1886: Bang in Atlanta - United States, a pharmacist named John S. Pemberton has crafted a

Salesman of the Coca Cola company positions their freezers and their products in eye-catching
positions. Normally they keep their freezers near the entrance of the stores.
SALE PROMOTION
Company also do sponsorships with different college and school’s cafes and sponsors their sports
events and other extra curriculum activities for getting market share.
DISTRIBUTION CHANNELS
Coca Cola Company makes two types of selling
1. Direct selling
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2. Indirect selling
DIRECT SELLING
In direct selling they supply their products in shops by using their own transports. They have
almost 450 vehicles to supply their bottles. In this type of selling company have more profit
margin.
INDIRECT SELLING
They have their whole sellers and agencies to cover all area. Because it is very difficult for them
to cover all area of Pakistan by their own so they have so many whole sellers and agencies to
assure their customers for availability of Coca Cola products.
FACILITATING THE PRODUCT BY INFRASTRUCTURE
For providing their product in good manner company has provided infrastructure these includes:
• Vizi cooler
• Freezers
• Display racks
• Free empty bottles and shells for bottles
ADVERTISEMENT
Coca Cola Company use different mediums
• Print media
• Pos material
• Tv commercial
• Billboards and holdings

- Sprite - glass bottles, cans, and plastic bottles
- Diet Coke - Cans
- Schweppes Tonic - glass bottles, cans
- Schweppes Soda Lime - glass bottles, cans, and plastic bottles
- Crush Sarsi - glass bottles, cans
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- Joy bottled water - 500 ml PET bottles and 1500 ml
- Samurai energy drink - glass bottles, cans and powder
- Sunfill Orange - Fruit Powders
- Sunfill Pineapple - Fruit Powders
• Packaging and designs
Each design of the Coca-Cola logo has shift flexibility, creativity and appropriate to appear in
advertising, or on T-shirts, beach towels, hats. create a perfect marketing campaign for Coca-
Cola. Coca recently honored to receive Pentaward 2009 Platinum award for Summer 2009
designs, this is the top award quarter for the package design and product design eye-catching,
beautiful and unique.
This design is Coca-Cola has confirmed top spot for packaging designs Designs for drinks.
In addition, Coca continuous improvement and packaging designs increasingly beautiful and
comfortable more use. Coke bottle packaging includes: 330ml cans, pet bottles 1.5L, 330ml tank
(24L / T), The company also launched 390ml plastic bottle with a compact design and elegant,
to easily meet the shopping needs of individual customers.
Coca-Cola bottle launched "Fanta Fun" unique. This type of bottle with style fun and unique
designs created for Fanta products more attractive and stylish. The new bottle design will
highlight more youthful style, characterized by dynamic Fanta brand, in line with Vietnam's
youth. In particular, the body of the bottle is set optimized both hands and increases comfort
when using the product.

Coca-Cola Company to continuously provide consumers with Vietnam, especially the young
people, the opportunity to enjoy the beverage packaging style that is distinctive and attractive
result, both fun and useful. How often Cocacola innovation packaging with eye-catching images

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Vietnam university of commerce Socialist Republic of Vietnam
Independent – Freedom - Happiness
Partial classes:
DISCUSSION GROUP MEETING MINUTES
GROUP 6
- Topic: How to build up a good brand name ?
- Time: on Monday morning on 06/10/2014
- Location: English classroom
-Discussion:
No Full name Mission Note
1 Nguyễn Trường Quân What is a brand name?
How important is a brand name?
2 Nguyễn Thị Phương Choose a great brand name
3 Nguyễn Thị Quyên Offer promotion to attact customers
of Coca cola brand name
4 Hoàng Thị Phượng Introduce about the brand name of
Coca cola company
5 Nguyễn Thị Minh Nguyệt Often innovate products to suit
customer needs of Coca cola brand
name
6 Đào Thu Phương Conclusion+làm slide
7 Nguyễn Thị Hồng Nhung (Leader) Make proposals,
Synethetic
Monday, October 6
th
, 2014 Group leader
Secretary
EVALUATION PANEL
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Nguyễn Thị Hồng Nhung.
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