I will concisely examine the past and current campaigns of Coca-Cola in order to reinforce its connection with its brand communication strategy.
Given the massive popularity and influence of Coca-Cola, it can be claimed that the brand ultimately stands for fun, freedom and refreshment. Its focus on imparting the benefits of strong familial bond, as well as the advantages of having genuine social relationships have elevated the value of the brand from mere functional to emotional. Drinking Coke does not only mean consuming a beverage, but also adhering to what the brand stands for.
Firstly, Coke’s trademark cursive script logo was in 1886 by Frank M. Robinson. As later on claimed by Robinson, the use of two Cs in the logo will help the product stand out from its competition. Since the same logo has remained for the past 120 years, it is estimated to cost $67 billion. Introduction
Visiting the Museum of Brands has truly helped me understand the role of branding in not only furthering business growth, but also in influencing people’s lives. For this paper, I would like to critically analyze Coca-Cola as a brand. In this regard, I shall first provide a brief background on what I deem the overall branding strategy of Coca-Cola is,
To provide a short outline of this report, I wish to start with a brief review of what branding is and how it relates to owning a specific image in the consumer’s minds. Then, I shall discuss the brands that struck my interest during the trip to the Museum of Brands. After this, I will conclude this report by sharing my insights on my experience.
Branding, as Stine (2010) highlighted in his paper entitled “The Nine Principles of Branding”, is essentially about communicating the unique differentiation of one product in relation to its competitors. Through the proper combination of striking statements and creative visuals, branding is able to elevate the relevance of the highlighted product in the daily lives of the consumers.