Cola Brand Identity

Addressing the research question in a symbolic interactionist tradition calls for an approach which enables the observation of the social-cultural context and shared meanings that are the outcome of the interactions within this context. Addressing the research question will thus be aided by a qualitative research study, as this approach enables us to gain an understanding of how a group of cola consumers interpret and use the brand. The qualitative method chosen is the long interview put forward by Grant McCracken, who presents this method as one of the most powerful and revealing within the qualitative methods. This, he argues, is based on the long qualitative interviews ability “to step into the mind of another person, to see and experience

The Respondents identity - The analysis will include the construct of the symbol seeking consumer and this category will draw on the construct of consumer identity construction in order to gain an understanding of which aspects of the interview person’s multifaceted self influence the self- representation in situations in which cola is present

3. The relationship between the respondent and the cola brand - Within this category the construct ‘brand personality as relationship facilitator’ is drawn upon in order to gain an understanding of whether congruity appears to exist between the perceived cola brand personality and the consumer self-image. 1. Respondent – Perception of the cola brand.

Q and A: What brand do you drink most often? What brand? Yes. It 's the normal cola, not light and not Pepsi. When you are saying normal cola, do you then mean Coca-Cola? Yes, for me is normal cola = Coca-Cola. Have Coca-Cola always be your favorite choice of brand? Just between cola or all sorts of soda? Yes just cola brands. Oh yes, it has always been my favorite.

Based on the answers I argue that the respondent has such a strong feeling for the cola brand that he/she doesn 't recognize other brands. It 's the ”normal” cola he/she answers. It thus appears that for the respondent, the cola brand carries the symbolic meaning of being the biggest

Q and A: 10: How often do you buy the same brand ? I 'm always buying the same. If Coca-Cola and Pepsi is on the same shelf then i 'm always choosing Coca-Cola. What would you say is the biggest factor. Taste or price? It 's mostly the taste, of course the price have some sort of influence, but I just think Coca-Cola tastes better.

From this utterance, I observe that the respondent has some sort of snob-effect towards Coca-Cola. I argue that for the respondent the cola brand is also for showing off and express an image. It 's not about the money it 's about the taste.

3. Respondent – The relationship between the cola brand and the respondent.

Q and A: What could be the biggest reason for you to change choice of brand? What other brands exist? There is a lot of different cola brands, what could make you change to one of them e.g. Pepsi? Nothing could make me change. It 's not like i think it 's bad it is just a bit too sweet. Okay, but what if Pepsi cost the half of Coca-Cola? Then I might buy more Pepsi, but i don 't drink so much that it would make a difference in my economy.

By this utterance the respondent tells, in a bit of sarcastic way that he/she is willing to engage with the cola brand. The utterance also show i direct disslike towards another brand.