The intangible aspect of Coca-Cola's branding is the emotional attachment that the marketing messages have created between consumers and the brand identity. Its branding ranges from the unique shape of the bottle, the logo, and the recipe for the beverage. Because Coca-Cola has protected its branding, it has exponentially strengthened the company brand over the years.

Coca-Cola fostered their brand positioning through marketing campaigns that focused on the emotional benefit of Coca-Cola while using unique packaging and the iconic red and white logo that made the product recognizable in stores, on commercials, and in movies. Because it is so protected and recognizable, the threat of imposters or copycat products that could dilute their brand has been weak, keeping the Coca-Cola brand strong.

Another substantial aspect of the Coca-Cola brand strategy is their consistent marketing campaigns. If you look at how the Coca-Cola image has changed over the years, you will only see subtle differences. From the taste to the branding, Coca-Cola has remained consistent and that's why the brand continues to strengthen. However, maintaining a successful brand marketing strategy on a global scale isn't easy and there will always be challenges that need to be addressed.

Over years, Coca Cola has grown its Intangible assets to $27.9 billion, partly through acquisition of other businesses as well as through, marketing, seeking exclusive rights and so on. Its intangible assets give Coca Cola an exclusive right to offer a particular service or to produce certain goods. For this reason, their value is obtained from the cash flows that a generated from the exclusive right. Coca Cola gets a lot of income from its well-established intangible assets. These intangible assets have an infinite life because they are the only form of authenticity, and the value comes from extra returns that are associated with possessing this right.

Required:

(a) Identify three intangible assets discussed in the above-case study

(b) Explain how Coca Cola has strengthened its intangible assets