International Brand Management Coca Cola

1730 words - 7 pages

Coca Cola Company was founded in the year 1886, while it enjoys the status of being one of
the biggest non-alcoholic beverage companies in the
 world, originally was intended as a
‘patent medicine’ when pharmacist John S. Pemberton as a ‘coca wine’ invented it in the late
19th century, Coca-Cola has dominated the worldwide soft drink market for decades now. It
has been recognized as one of the most valuable brands and retained No.3 position on the list
of Best Global Brands, after Apple and Google. Now the brand is still continuing to evolve
and to stay ahead of trends through constant ...view middle of the document...

Object à Concept
Open a coke is “open happiness”, which is not only the main slogan of the brand but the
concept Coca Cola has been seeking to build. It has the willingness to share moments together
with the idea that we can find happiness everywhere. The culture of the brand is to represent a
lifestyle – being social and modern when you are drinking a coke, which is a model, a leader.
Obviously, Coca Cola intends to share the American dream and the American values.

Innovations are key to Coca Cola’s success in reinventing itself in a changed world.
Packaging & Logo
For coke, packaging has been a defining
aspect of its spirit and key to its
engagement strategy, so no wonder it
came to the first innovation area that has
been addressed. Coca-Cola is committed
to strict environmental guidelines, and to
ensuring the packaging has as little impact
as possible on the environment. To this end, a recycling project was introduced in New
Zealand in 2001, which ensures the PET bottles contain an average of 10% recycled material.

What’s more, the iconic contour-shaped bottle now is turning 100 years old this year, and it is
totally synonymous with the brand. Although Coca Cola has experimented and succeeded
with various innovations over the years, the customizable packaging was designed to solve the
sudden decline of the sales and brand equity in Australia a few years ago. In order to find
relevance with Millennial, the most popular teen’s first names like “Mike” and “Dave’ were
used instead of a “Coke” on the packaging. This kind of customizable packaging has been
carried out in 30 countries so far, with an incredible amount of positive impressions on social
media platforms, which created a huge momentum on its sales performance.

The Coca-Cola logo, like the product itself, is rated among the most recognized logos in the
world. Even though the brand itself is more than a 100 years old, it still stays as a youthful and
reverent brand, of which the logo has undoubtedly played a significant part. Every strategy of
coke is centered on the brand personality and culture, nowhere you can fail to see them, and
the logo design is surely not an exception.

The design of Coca-Cola’s logo is distinctive with the typical color – RED, which perfectly
matches the brand concept “happiness” since the red color is usually perceived as the color of
happiness, passion and youth; making the brand image even stronger and recognizable even
when eyes closed. It uses the Spenserian script against a red background, the curls in the Cs
are directly associated to the product that helps to create a mental link between the product
and the brand on the mind, as well as sends the massage to the consumers. The combination of
the calligraphy and the color draws customer’s attention to the product, using the proper
typography correctly brings a huge advantage to the brand.

Brand Extensions - Organic Line Extensions
As today’s consumers...

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