| Title: | The Brand Management Strategies of Coca-Cola in Digital Era for Customer Satisfaction |
| Author: | Kyaw Zin Hein |
| Advisor: | ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2568 (2025) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 2nd Crises & Opportunities Management Conference International (COMCI #2) Southeast Bangkok College on Wednesday, September 7, 2022 Click |
Abstract
In the dynamic and highly competitive global beverage market, effective brand management plays a pivotal role in maintaining customer loyalty and achieving sustained business growth. This study explored the brand management strategies employed by Coca-Cola in the digital era and their impact on customer satisfaction. As digital platforms increasingly shape consumer interactions, brands like Coca-Cola have adapted their strategies to remain relevant and engaging in an ever-evolving marketplace. The objectives of this study were threefold: to identify the brand management strategies crucial to Coca-Cola’s digital presence, to examine the levels of customer satisfaction associated with these strategies, and to explore consumer behavior patterns in response to Coca-Cola’s digital marketing efforts. Using a combination of literature review and qualitative analysis, this research provides insights into how digital branding tactics such as social media engagement, personalized content, influencer marketing, and digital loyalty programs enhance consumer perception and satisfaction. The findings contribute to a better understanding of effective digital brand management practices and their implications for customer-centric marketing in the beverage industry.
Keywords: brand management strategies, digital era, customer satisfaction
6417190006 Kyaw Zin Hein, 2568 (2025). Advisor: ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul, สารนิพนธ์ (Independent Study), The Brand Management Strategies of Coca-Cola in Digital Era for Customer Satisfaction, นำเสนอในที่ประชุมวิชาการ (Conference), The 2nd Crises & Opportunities Management Conference International (COMCI #2) Southeast Bangkok College on Wednesday, September 7, 2022, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
