Enhancing Coca Cola brand capacity building and its sustainability in Turkish market environment

A non-randomized complete research was carried out in three areas with high population in the city of Istanbul to determine the relationship between the Coca-Cola brand capacity and its esteem customers to project the future sustainability of Coca-Cola in Turkish market environment. This research also cover Coca-Cola customer rating in which price, brands quality, availability and current market are used to determine the future sustainability of Coca-Cola in Turkish market environment. The research was carried out by taken survey with distribution of questionnaires to 450 respondents in the areas covered in Istanbul. Each of the Coca-Cola brands were rated according to each respondent and according to the relationship between each respondents and the Coca-Cola brand. The result was taken for evaluation and show that there is significant relationship between the Coca-Cola brand capacity and its esteem customers. The second result show that customer rating capacity is a significantly measure to determine the Coca-Cola current market and Coca-Cola future sustainability. The study therefore confirms the conclusion by other authors that customer rating capacity, total quality management and current market are measures to determine the future sustainability of any brands.