This document discusses brand identity and provides Coca-Cola as an example. It outlines the STARMETHOD narrative structure of Situation, Task, Action, Result. For Coca-Cola, the origins are as a medicine from coca leaves. The values are sharing with friends and family, being eco-friendly, and quality. The personality is young and dynamic with red, white, and the color and logo being easy to understand. The physical appearance includes steel cans, glass bottles in red and white. The inside of the brand includes its origins, culture, and values/personality while the outside is the physical appearance and narrative. The culture associated with Coca-Cola is the American way of life. Benefits include being