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Coca Cola Brand Analysis

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AIM OF THE REPORT
The aim of the report is to analyze the strategic brand management contribution towards the success of Coca Cola through the following
• Brand Identity.
• Brand Positioning and Communication.
• Sources of Brand Equity.
• Brand Life Cycle Management.
• Brand Management across geographic boundaries and market segments.

BRAND IDENTITY

Design elements of the logo:
Today, among the global beverage industries, coca cola is main leader. The coca cola logo is also internationally recognized. The swirl of the logo encourages the passion and enthusiasm of the youth today.
Shape
The logo is in rectangular shape along with hobble-skirt on top. This rectangular design shows uniqueness in font, elegant swirls and is very simple. …show more content…

Dean created a unique design of coca cola bottle which was first introduced as “counter bottle” or “hobble skirt” bottle with wide from the middle and slender from the bottom. This design reflected the resemblance of two elements which are coca leaf and cola nut. Later, due to the advancement in technology, there was the introduction of new aluminum cans by Coca Cola Company. Coca cola was also involved in World War II as the company’s president Robert Woodruff in order to support the troops; he introduced metal cans for them to meet their needs. Also, the coca cola company introduced plastic bottles with a screw cap in 2008 with the old shape of the bottle being maintained the …show more content…

This was done for the people who could share the coke with the others who matter them the most. This was done to take the brand globally and making it more personal to the people which gave them a chance to share personalized coke with their closed once.

Coca Cola Slogans
The slogans used in coca cola brand did not just reflect the brand, but also the time throughout the years. For coca cola’s communication, the slogans provide a simple and direct way about it.
“THE GREAT TEMPERANCE BEVERAGE”, the slogan in 1906, reflected the United States society when there was a time people veered away from alcoholic beverages and a good alternative provided was coca cola.
Meanwhile the other slogans concerned about their sales statistics like “THREE MILLION A DAY” which was in 1917 and “SIX MILLION A DAY” which was in 1925. In 1997, the coca cola company passed in terms of drinks a day, a huge difference from the one billion day mark.
As in 1948’s ‘”WHERE THERE’S A COKE THERE’S HOSPITALITY”, this coca cola slogan concentrated regarding the product’s quality, refreshing taste and its role in entertaining.
The latest slogan was introduced in January 2003 “COCA-COLA… REAL”. This reflected the genuineness, authentic moments in life and the natural role that coca cola played with

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