International Brand Management - Coca Cola

In: Business and Management

Submitted By Joyj
Words 1730
Pages 7
International Brand Management Brand: Coca Cola Background
Coca Cola Company was founded in the year 1886, while it enjoys the status of being one of the biggest non-alcoholic beverage companies in the world, originally was intended as a
‘patent medicine’ when pharmacist John S. Pemberton as a ‘coca wine’ invented it in the late
19th century, Coca-Cola has dominated the worldwide soft drink market for decades now. It has been recognized as one of the most valuable brands and retained No.3 position on the list of Best Global Brands, after Apple and Google. Now the brand is still continuing to evolve and to stay ahead of trends through constant innovations. It is intriguing to take a closer look at how Coca cola climbed up to the top and adapted itself in a changed world.

Brand Typology: Experienceà Credence
Coca cola always seeks to bring about Ultimate Drinking Experience. The idea of “consumer provocation” is crucial in building the brand as an experience brand. According to Joe
Tripodi, Chief Marketing and Commercial Officer of Coca Cola, part of Coke’s engagement strategy is to move away from being a brand that promotes happiness, to a brand that provokes happiness. As firstly being an experience brand, provoking experiences through stories that are sufficiently powerful and share-worthy to fuel conversations with many is the core of the program. Coke has developed the so called “360 degree Engagement Plan” that includes low and no calorie beverages, transparent nutrition information, inspiring well-being and

encouraging people to get active and moving by supporting physical activity programs, together with a commitment of not advertising to children under the age of 12, which led me to believe that Coca Cola is now trying to transmitting its brand value from being an experience brand to being a…...

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