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Amazon, Coca-Cola, Nescafe: Three Global Brands Analysis
Introduction
Gaining the confidence of the local audience assists a company in improving its national and international reputation with an increase in customer loyalty and referrals. Culturally responsive transformations and localizations may create a brands dominance in an area for showing that it is considering the needs of its customers. Successful global brands enjoy a strong presence and colossal market share in all regions worldwide (Labrecque et al., 2020). Irrespective of the fact that many companies begin in one nation, successful corporations rise gradually to be among the most loved brands in the world. Although the path from initial packaging to international success varies, thriving global brands show a standard set of attributes that include aspects such as distinctive brand identity, market dominance, and reliability of high-quality services and products.
What Made Each Brand a Strong Retail Brand?
Amazons international net sales of about 230 billion dollars make it a solid retail brand. Its remarkable growth makes it outstanding in the retail industry. Coca-Cola has its presence in over 200 countries (Interbrand, n.d.). It is a strong retail brand that enjoys wide international sales and delivery network. Each day, approximately 2 billion servings of Coca-Cola products are sold internationally. Nescafes net sales are more than 90 billion dollars each year. Nescafe has become the best retail brand for Nestle, the worlds largest food company.
What Makes Each Brand Different from Its Competitor?
Unlike its competitors, Amazon is reputable for the provision of convenience and free shipping of purchased products. Additionally, it offers a broad scope of product varieties at competitive rates. Coca-Colas relatively low prices for its quality products are a significant basis of its competitive benefit. Although competition and market dynamics are considerable aspects behind pricing strategies, Coca-Cola has ensured that its products are not only affordable but also easily accessible. Nescafe differs from its competitors in its market study and recent realization that customers value rich and full-flavored coffee (Interbrand, n.d.). This has made the company grasp the description that its coffee is full-flavored and rich rather than smooth and rich as used by its rivals.
How Does It Utilize Customer Service to Its Advantage?
Amazons customer service strategy of shipping products at no cost has worked to its advantage. Additionally, the company has ensured no grueling returns and effortless checkout. A pool of product reviews also makes Amazon a preferable brand for its rising customer base. Coca-Colas strategy of cherishing the needs of customers and ascertaining that they are at the center of focus in its operations has made it continue to develop immensely (Labrecque et al., 2020). In Nescafes customer service strategy, the company has managed to satisfy the consumers by offering a wide range of quality products. As a result, the company has established loyal clients for which it continues to revolutionize and renovate products.
Brand Equity and Financial Performance
Amazons brand value was estimated to be 683 billion dollars in 2020. User-friendly experience and effective communication have made it possible for Amazon to have one of the highest-ranking brand values globally. Coca-Colas goodwill and brand recognition have given it high sales volume and profits against its rivals (Interbrand, n.d.). In 2020, Coca-Colas brand value was approximately 87 billion dollars. A principal rationale behind Nescafes reputable brand equity is its ability to satisfy the needs of its consumers. As a result, its brand value stood at 20 billion dollars in 2020.
What is an Interesting Fact from Each Brand?
Amazons dominance has unbelievably transformed the traditional business of providing products to consumers face-to-face. The company has changed customer expectations and experience and reset ideals of the industry (Interbrand, n.d.). Coca-Colas strategy makes it reach the end-user indirectly. The company works with distribution firms that directly interact with food chains, supermarkets, and shops where the products are delivered for sale. Nescafes broad scope of coffee products ensures that there is a variety for every consumer. The company has made quality coffee accessible to consumers across the globe.
Why Did You Choose These Brands?
Despite Amazons free shipping, it also acts as a one-stop store. A customer is confident of nearly all purchase alternatives from where they can choose from a list of choices according to product reviews. Coca-Cola is improving its business strategy by providing consumers with a broad scope of beverage varieties encompassing minimal and no-sugar alternatives in different categories. Nescafe is preferred by its consumers because they are assured of quickly accessing its quality and flavored coffee (Labrecque et al., 2020). The companys products are available in more than 180 countries worldwide.
Do These Retailers Do Better Online or In-store?
Amazon does better online where it has created convenience and ease to consumers shopping experience. Attributable to its dedication to first-rate client service, the company has developed numerous helpful tools that consumers use to track packages and suitably change or return ordered products. Coca-Cola does better in-store by its bottling partners working closely with wholesalers and retailers (Interbrand, n.d.). This makes the company reach its customers from grocery stores, shops, restaurants, and street vendors. Like Coca-Cola, Nescafe does better in-store than online. Its distribution network enables products to reach customers from nearby supermarkets, vending machines, canteens, and coffee shops worldwide.
Thoughts About the Retail Industry
With the availability of free shipping provided by Amazon, consumers feel that they should not pay the delivery fee any longer. This has made Amazons competitors, such as Walmart, resort to free next-day shipment (Labrecque et al., 2020). Coca-Colas success in the beverage industry is anchored on different aspects that include low prices, product quality, availability, and marketing. Such factors have made the brand win the loyalty of a vast consumer base internationally. Nescafe has made remarkable strategies of extending the product line. Diversification has made the company compensate for its weakness and remain a leader in the industry.
Conclusion
Gaining the confidence of the local audience enables a company to improve its national and international status with a rise in customer loyalty and referrals. Successful global brands hold a strong presence and huge market share internationally. They show a common set of characteristics that include aspects such as excellent brand identity, market dominance, and consistency of high-quality services and products. Coca-Cola has established its existence in over 200 countries. Nescafes net sales are past 90 billion dollars each year. Amazon is recognized for the provision of convenience and free shipping of ordered products.
References
Interbrand. (n.d.). Best global brands.
Labrecque, L. I., Swani, K., & Stephen, A. T. (2020). The impact of pronoun choices on consumer engagement actions: Exploring top global brands social media communications. Psychology & Marketing, 37(6), 796-814.
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