Paper Topic:

Coca-Cola

Running Head Coca-Cola

Coca-Cola

Coca-Cola is a brand-driven company which operates on a global scale This process provides immediate strategic direction for product development . Coca-Cola products correspond more exactly to its strengths , builds value , trust , and loyalty with customers far faster than the competition

Coca-Cola is a family brand which involves such global and national brands as Crystal , DASANI , Freskyta , Nagomi , etc . In general , there are more than four hundreds of different brands owned or used under license by Coca-Cola . The goal of this strategy is to create an authentic

br experience that allows customers to identify with the brand completely on a rational and emotional level . It springs from the company 's desire to create a genuine relationship that is built on actual company beliefs backed up by consistent actions , values shape the personality attributes displayed by the brand ( HYPERLINK "http /www .coca-cola .com www .coca-cola .com

The brand can be classified as a global one operating in more than 210 countries around the world . The uniqueness of Coca-Cola is that it represents a franchise production model which allows the company to enter diverse geographical markets and increase its sales annually . The main product mix includes Coca-Cola , New Coca-Cola (based on improved formula , Diet Coca of different types . Other types of Coca are Coca-Cola with lemon , Coca-Cola Cherry , Diet Coca Cherry and Diet Coca with Lime , etc . The brand has a depth proposing its consumers more than 21 types of Coca-Cola today

The general product line is wide including energy drinks , juices and juice drinks , soft drinks and sport drinks . Coca-Cola design identifies the brand and a model as a symbol of a unique culture . This method is an effective strategy for communicating with the audience who consider themselves members of a particular group . Customers integrate all their experiences of observing , using and consuming products with everything they hear and read about it . Information about Coca-Cola comes from a variety of sources , including advertising , publicity , sales personnel and packaging

Packing (and logo ) is extremely important to incorporate customer unique approaches into Coca-Cola brand . Thus it is a brand conveyor and not a core brand element . What 's missing from any brand conveyor approach to brand strategy is that it will not leverage the company 's complete set of strengths for determining direction or dealing with customers . But the brand drivers , particularly the principle and personality , are what Coca-Cola spends the most time developing and are the most important tools for integrating brand internally and building customer relationships . Coca-Cola bottle is well-known as contour bottle ' and hobble skirt (www .coca-cola .com . It was developed and introduced to the market in 1915 . The bottle has become the main element which helps the company to distinguish its products from competitors (www .coca-cola .com

It is difficult to define a personality of the brand because it appeals to diverse target audience : all ages , classes , geographical regions and both genders . The main feature of the personality is a unique self-image , active life style , energetic and...

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