Coca-Cola Company - Brand Update

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For my Brand Management class (Marketing 339.13), I had to create a brand update on the Coca-Cola Company.

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  • 2013 – recently dropped to #3 best global brand
  • Pemberton’s assistant thought that two C words would look good in advertising – therefore coming up with Coca-Cola1887 – added trademark2011 - Celebration of past, present, & future** 8 changes to the trademark
  • Brand Elements
  • Celebrity endorsements such as Bill CosbyKobe Bryant – accusations he has had in the past.
  • 1886 – Original slogan of Coca-Cola company was simply.. DRINK COCA-COLA1963 – Things Go Better with Coke. 1979 – Featuring the Steelers “Mean Joe Greene”
  • 1993 – created a lot of animated ads with polar bears promotions ALWAYS COCA-COLAOpen happiness – global effort to bring people together & enjoy the little things in life.
  • Piccadilly Circus is one of the most prestigious advertising spaces in London. With nearly 2 million people visiting every week, it features the top international brands. Coke has advertised at Piccadilly since 1954.
  • Longest continuous relationship with the OlympicsPromote an active and healthy lifestyle1916 – Contour Bottle – Guitarists have been known to use this bottle to play their guitar – “bottleneck slide”1960 – Contour Bottle with Coca-Cola trademarked2009 – Green Bottles (promoted recycling) 2013 – “Share a Coke” campaign – put your name on the CokeFortunately for Coca-Cola, they received over a 90% brand awareness rating in a study done by Research Now.
  • Longest continuous relationship with the OlympicsPromote an active and healthy lifestyle
  • Growth in America is slow compared to other countries
  • Interact more with the US customers Shutdown its “Share a Coke” campaign after numerous activist groups have tried attacking the Russian Anti-Gay Brutality group. This has caused a major PR crisis for Coca-Cola. Wanted people talking about the company - & that’s what they got. 60 million people in the US speak a language other than English
  • Coca-Cola Company - Brand Update

    1. 1. Share a Coke – UK & Piccadilly Circus Move to the Beat – London Olympics Freestyle Dispenser Unlock the 007 in You

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