Coca-Cola: Give the brand a soul
At present, more than 1.7 billion people around the world are drinking Coca-Cola products every day, sold about 19,400 bottles of drink per second. Currently Coca-Cola is the largest beverage manufacturers all around the world.
From the very beginning, the Coca-Cola attaches great importance to brand building investment, as same as the emphasis on product investment. (Coca-Cola is the first the company which their cost of marketing higher than the cost of product)
The Coca-Cola is a company with undoubtedly confident, this confidence can be reveal from its slogan such as “Six Million a day” (1925), “The only thing like Coca-Cola is Coca-Cola itself” (1942), “What you want is Coke” (1952), “Always Coca-Cola” (1993), to name a few, these slogans are reflected in the Coca-Cola brand ambition and self-confidence.
In addition to Coca-Cola made an error decision in the 1980s which is the advent of New Coke, Coca-Cola has maintained a consistent image in all time, this image has been established by Robert Woodruff in the 1923-1981, since until later Roberto Goizeta take over the company, it never changed.
To be honest, brand is very powerful, according to a blind test study for 200 people, they require subjects to taste Coke and Pepsi, when asked which is better to drink, in the absence of impact by trademarks, 64% of subjects prefer to drink Pepsi because it tasted better, but when it is explicitly told that these are Coca-Cola and Pepsi, 72% of the subjects said that Coca-Cola is definitely more authentic. This shows a very interesting issue that consumer has been formation a brand preference with no reason for Coca-Cola.
As everybody knows, Coca-Cola is not the only brand of Coca-Cola Company, Diet Coke, Sprite, Fanta and others are also the main part of Coca-Cola Company. Let brand diversification is their strategy, Coca-Cola to further update the business structure and mode of operation, expand the scope of the brand and products, and establish alliances with particularly suitable strategic partner to explore new market opportunities and access to high-growth markets. According to statistics, the headquarters of the Coca-Cola logo as a symbol of the flagship constitute trademark. Moreover, there are more than 160 different brands is produced or sold by Coca-Cola Company. Its affiliates are located in more than 200 countries around the world. The fact is that more than 80% of the company’s production and 70% of profits come from outside the United States.
In Asia, the diversification strategy of Coca-Cola is reflecting more obviously. Because the popularity of carbonated beverages in Asian can never compared with the United States and Europe. Even in the most developed markets, such as China, Hong Kong and South Korea.. Therefore, the general manager of Coca-Cola Asian countries have been thinking on the use of localization, localization strategy for action zealous for me. Last year alone, Coca-Cola launched 15 new beverage varieties in 45 Asian countries.
All these new products and the behavior of open up new markets finally lead to the Coca-Cola brand has been to enhance and promotion in the fields.
Mark Pendergrast (March 16, 2000). For God, Country and Coca-Cola. Basic Books. p. 32. ISBN 978-0-465-05468-8.
“Coca‑Cola Bottles History”. London, UK: Coca-Cola GB. 2013. Retrieved May 28, 2013.
Nicola Clark (November 29, 2005). “Coca-Cola restructures in healthy drinks focus”. Brand Republic. Archived from the original on July 8, 2011.