1. Tereza
Vinklerova,
Tamar
Hanoun
Global
Branding

2. Table of Contents
• History
(Czech
Republic,
United
States)
• Coca-­‐Cola:
Global
brand
(BrandZ)
• AssociaGons
to
Cola-­‐Cola
• Where
will
happiness
strike
next?
• Brand
equity
• 4
P’s
(product,
price,
promoGon,
place)
• Products
offered
• Ad
analysis

3. Czech Republic United States
• 1945
the
American
army
• 1892:
founded
by
Asa
Griggs
Candler
brings
Coca
Cola
to
Czech
• 1893-­‐1904:
TransformaGon
of
Coca-­‐
Cola
from
an
invenGon
to
business
republic
• 1905-­‐1918:
ImitaGon
by
compeGtors
• 1968
State
factory
FRUTA
led
to
Coca-­‐Cola
creaGng
a
disGncGve
boZle-­‐
started
expanding
globally
BRNO
produces
the
first
• 1919-­‐1940:
Robert
Woodruff
became
Coca
Cola
company
president
&
transformed
• 1990
The
Coca
Cola
Cola-­‐Cola’s
markeGng
company
is
coming
to
CZ
• 1941-­‐1959:
“Every
man
in
uniform
gets
a
boZle
of
Cola-­‐Cola
for
5
cents,
• 1.9.1991
Coca
cola
got
the
wherever
he
is
&
whatever
it
costs
the
license
for
selling
their
company”
• 1960-­‐1981:
Coca-­‐Cola
expands
to
new
products
flavors
(Fanta,
Sprite,
Fresca)
• 1998
Coca
Cola
Beverages
• 1982-­‐1989:
Time
of
much
change
&
Česká
republika
innovaGon
• 1990-­‐1999:
ConGnuous
growth
• 2000-­‐NOW:
Company
now
has
over
500
brands
sold
in
more
than
200
countries

4. Coca Cola as a Global Brand
-BrandZ

5. Czech Republic United States
• Refreshing
• Classic/tradiGon
• Happiness
“Radost
• Family/friends
otevřít”
• Friends
• Happiness
• ConsumpGon:
• Refreshing
Cinema,
fast
food,
watching
sports,
• ConsumpGon:
at
parGes
home,
parGes
• Western
style
of
life
• Summer
• Best
adverGsement
• Just
something
to
• Energy
drink
• Drink
once
a
week
• Drink
every
day

6. Coca–Cola Consumption Per Capita
Source: http://www.prosebeforehos.com/image-of-the-day/10/13/cocacola-consumption-per-capita/

7. Where will happiness strike next?
• hZp://www.youtube.com/watch?
v=_9iCbjXHVG8

8. Cola-Cola: Brand Equity
• Awareness
• Image
– Strong,
favourable,
unique,
tradiGon,
memories,
nostalgia,
harmonisaGon
of
the
world,
happiness

9. Czech Republic United States
• The
main
point
for
this
• Product:
more
than
brand
is
to
be
adaptable
3,500
beverages
• Product:
People
perceive
• Price:
500
ML
=
Coca
Cola
as
a
usual
drink
$1.25USD
• PromoGon/Place:
– Refreshing,
full
of
energy,
• PromoGon:
TV
happiness
commercials,
holiday
– TV
shows,
sponsor
for
campaigns,
sports
sport
shows
sponsorships,
mass
• Price:
25
CZK
=
1.2
CAD
for
500
ml
media
• Children
7-­‐11,
12-­‐15,
• Place:
Easily
available
teenagers
throughout
the
U.S.

10. Czech Republic United States

11. Czech republic United States
• Summer
2010
• Super
Bowl
2008
• hZp://www.youtube.com/ • hZp://www.youtube.com/
watch?v=UsDqvZjchIQ
watch?v=MByAB_5Nmjs
Global
• hZp://www.youtube.com/
watch?v=R1NnyE6DDnQ