Table of ContentsIntroductionCoca-Cola CompanyWhy Coca-Cola?What Makes Coca-Cola a Brand?Brand ElementsHistory How and WhyThe Unique Selling Position of Coca-Cola -ColaIntroductionClaiming rights to an individual's thoughts, feelings and intentions creates a fine line between ownership and influence. Do brands belong to us, do we allow them to, or are they just trying to influence our humanized nature in whatever way they see fit. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”?Get the original essayWhere do we go from here, are the days of subliminal messages over or are these big companies trying always brainwashing us and engineering our every move. Understanding this concept will allow us to reveal why brands hold such a large “market share” within our society and why it is so important to study them and their socio-economic impact. Psychologically, the brand shares the impact of the beverage we choose to drink to the unconsciously produced rivalry (Coca-Cola versus Pepsi). Let’s dive into one of the world’s most famous controversies: “branding”. “Did you know that? The first servings of Coca‑Cola were sold for 5 cents a glass. During the first year, sales averaged nine servings per day in Atlanta. Today, daily servings of Coca‑Cola beverages are estimated at 1.9 billion worldwide. (World of Coca-Cola, 2018)Coca-Cola CompanyOften accused of being a vague question to begin with, "what is the definition of a brand" is both simple and broad as a whole, some experts of course have their own point of view. meaning, experts like Seth Godin who has an excellent definition of a brand. “A brand is the set of expectations, memories, stories and relationships that, taken together, explain a consumer's decision to choose one product or service over another.” (S. Godin 2010). This is of course more of an experience-based definition rather than a general definition. A more general definition is more like: “A trademark is a name, term, sign, symbol or design, or a combination thereof, intended to identify the goods or services of a seller or seller. a group of sellers and to differentiate them. those of competitors” (Du Toit et al, 2013). Example: Nike (name) is most effectively and generally represented by the “swoosh” symbol printed on all of their clothing, this symbol/logo is easily identifiable and helps to distinguish their product from others. A brand is the perception of a company, product or service. If a brand is a perception, then branding is the creation of a perception. A brand creates trust in a product as well as consistency allowing consumers to quickly and effortlessly identify the quality of the product by the name or brand. Why Coca-Cola? Coca-Cola is the most popular and holds the distinction of best-selling. soft drink in history, as well as one of the most recognizable brands in the world. Plus, if you drink it, it's probably owned by the Coca-Cola holding company. The Coca-Cola Company, one of the world's most valuable and recognizable brands, is the world's largest beverage company. “It offers nearly 4,000 beverage options across its 500 different brands, 21 of which generate more than $1 billion in annual retail sales. The company achieved sales of more than $40 billion in 2016. » (Team, 2018) These numbers accumulate to represent the sum of abeverage company that dominates the industry (not without threats/competition of course). At the same time, Coca-Cola owns and markets four of the world's top five soft drinks, namely: Coca-Cola, Diet Coke, Fanta and Sprite. It manufactures and distributes its beverages through company-owned or controlled bottling plants and distributors, but also uses independent bottling partners, wholesalers and retailers. This structure constitutes the largest beverage distribution system in the world. Owning a share in a company like this is not possible. Without considerable spending, even some of the richest people in the world can only afford to own 9%, illustrating why The Coca-Cola Company is the ultimate brand in FMCG (Fast Moving Consumer Goods). “Billionaire investor Warren Buffett Berkshire Hathaway owns a 9% stake in Coca-Cola. (Team, 2018) In essence, “why Coca-Cola” should not be the question, but rather “why not Coca-Cola”. Hegemony. "Did you know? One of the most famous advertising slogans in Coca‑Cola history, “The Break That Refreshes,” first appeared in the Saturday Evening Post in 1929. The theme of the break with a Coca‑Cola refreshment still resonates in today's marketing (World of Coca-Cola, 2018)What makes Coca-Cola a brand?What constitutes Coca-Cola. Cola as a brand, at its core The Coca-Cola brand is a product that, among other things, has characteristics such as its name and symbol that differentiate them from others on the market. This is what makes their product. identifiable and differentiable. This is seen through the tangible elements represented which create a visual, auditory and olfactory brand identity. These tangible elements are made up of the following elements: Brands are made up of two parts: Brand name: Part of the brand. brand that can be pronounced; Example: Coca Cola Brand: part of the brand that can be recognized, but which cannot be pronounced; Consists of symbols, figures, a design or distinctive color or lettering; Example: iconic Spencerian script font (Coke) used on a red background. The Coca-Cola brand also resides in the iconic shape and character of its world-famous bottles. The new Coca‑Cola bottle was so distinctive that it could be recognized in the dark and effectively set the brand apart from the competition. The streamlined Coca‑Cola bottle was trademarked in 1977. Over the years, the Coca‑Cola bottle has inspired artists around the world — a sample of which can be seen at the World of Coca‑Cola in Atlanta. Fast forward to the 1970s when Coca‑Cola advertising began to reflect a brand linked to fun, friends and good times. Many fondly remember the 1971 Hilltop Singers performing "I'd Like to Buy the World a Coke" or the 1979 "Have a Coke and a Smile" commercial featuring a young fan offering the Pittsburgh Steeler, "Mean Joe Greene”, a refreshing bottle. of Coca‑Cola.Brand ElementsThe seven types of brand elements are used to enhance brand awareness, to enable consumers to form strong, positive associations with the brand and to generate positive perceptions about a brand.Seven types of brand elements consist of the following: Brand names, logos and symbols, characters, spokespersons, slogans, jingles, packaging. In this essay we will first refer to the seven elements and then move on to a more detailed description of four of the elements as they reach the mark weWe chose, “Coca-Cola”. Brand names: for example, Coca-Cola representing the name of the organization Logos and symbols - for example, the white Spencerian font of "Coca-Cola" on a red background is used to identify the Coca-Cola company. Characters - for example, the Michelin Man (tire company).Spokesperson- for example, Steve Jobs will always be associated with Apple.Slogans- for example, “taste the rainbow”, associated with Skittles.Jingles- for example, the song “Five Dollar Foot Long” used in SUBWAY advertisements. Packaging- for example, the unique shape of the Coca-Cola bottle. (Du Toit et al, 2013) Forward thinking on these elements is subject to the first four that I will use to frame the methodology behind the types of elements that I believe support the Coca-Cola company and its brand in its together. We will first take a closer look at brand names: “The brand name can have a significant influence on consumers' perception of a product” (Du Toit et al, 2013). A brand name consists of one or more words, a combination of letters or even a single letter that forms a unique name that represents a company's commercial offering. In the case of Coca-Cola, the brand name, as obvious as it may seem at first glance, is certainly the most important element and aspect to instantly identify the brand alongside its packaging. I feel like when it comes to Coca-Cola, they give themselves the privilege of standing out on this point, their brand name speaks for itself, no one in the beverage industry don't even hold a candle to them. Organizations such as “Coca-Cola” have made conscious efforts to develop the perfect name, making it both distinctive and trademarkable. The name is recognizable, brings positivity when it matches the slogans and what they represent. Second, slogans: a short but simplified message can be used to help position a brand in the minds of its consumers. Slogans usually highlight the benefits of the product or what the company might stand for. Like a good jingle, a slogan must be developed and marketed correctly to improve brand recall. Slogans can have a negative and almost overexposed connotation if they are used too much (Du Toit et al, 2013), which was realized by the company in question "Coca-Cola" which had a dozen slogans at the time. over the years. have had many slogans over the years as references and shown in this essay, none more infamous in my opinion than "Open Happiness" or "Life Tastes Good", further atoning for the notion seen below regarding the unique selling position of Coca-Cola and their position on what makes life “nice”. Jingle, defined as a "short song", the sound of a jingle can be associated adding to the visual elements of a brand and raising awareness of the product and brand as a whole. Improving the likelihood of consumers repeating or repeating catchy jingles after the ad is over, providing even more opportunities for increased memorability. (Du Toit et al, 2013). "I'd Buy the World a Coke" premiered in 1971 by "Hilltop," but among all the company's years of jingles and songs, what remains one of the most distinct and recognizable sounds is the piano five notes of Coca-Cola. melody followed by the opening jet of the bottle of “Coke”. Packaging, Packaging is by definition the material which is used to package the goods in order to protect the product during distribution. (Du Toit et al, 2013). Besides the functional aspects of the item's packaging associated with certain brands like "Coca-Cola" which may havethe most iconic bottle shape to date, it seems absurd to think that a brand like Coca-Cola cannot be felt, but even a quick glance at its bottle shape immediately reminds who it belongs to . Even without any text color, the simple image of the “Coke” bottle is easily recognizable. History How and why Better yet who. Who is the brand in question, how did they start and why did they come into existence. The Coca-Cola Company is best known for its flagship product Coca-Cola, otherwise known as "Coca-Cola", invented in 1886 by pharmacist John Stith Pemberton in Atlanta, Georgia. The Coca-Cola formula and brand were purchased in 1889 by Asa Griggs Candler (December 30, 1851 – March 12, 1929), who incorporated The Coca-Cola Company in 1892. How: The history of Coca-Cola began in 1886 when the curiosity of an Atlanta pharmacist, Dr. John S. Pemberton, led him to create a distinctively flavored soft drink that could be sold at soda fountains. He created a flavored syrup, took it to his local pharmacy, where it was mixed with soda water and deemed “excellent” by those who tasted it. (World of Coca-Cola, 2018)The Coca Cola logo was created by Frank Mason Robinson in 1885 and the font used in the logo is known as Spencerian script, which flourished from 1850 to 1925 in the United States. United. The lettering of the logo looks a lot like a font named Coca Cola ii. Frank M. Robinson is credited with naming the drink "Coca‑Cola" as well as designing the brand's distinctive script, which is still used today. (World of Coca-Cola, 2018)The 1980s were marked by such memorable slogans as “Coke is It!” ", "Catch the Wave" and "Can't Beat the Feeling". In 1993, Coca‑Cola experimented with computer animation and the popular “Always Coca Cola” campaign was launched in a series of advertisements featuring animated polar bears. Each animated commercial in the “Always Coca‑Cola” series took 12 weeks to produce from start to finish. Bears have been, and still are, a huge hit with consumers due to their characteristics such as innocence, playfulness and fun. One of World of Coca‑Cola's favorite features is the ability to have your photo taken with the beloved 7‑foot tall Coca‑Cola Polar Bear. (World of Coca-Cola, 2018)Coca-Cola Unique Selling Position “The factor or consideration presented by a seller as the reason why a product or service is different and better than that of the competition. » (Neil Patel, 2018) A unique selling proposition is what your business stands for. This is what sets your business apart from others, instead of trying to be known for everything, businesses with a unique selling proposition stand for something specific, and that becomes what you are known for. Coca-Cola offers items of great variety, but this variety always remains within the scope of "drinks", what they are particularly known for is making the most well-known, consistent and more high quality, “Coca-Cola”. (USP) or unique selling point is a marketing concept first proposed as a theory to explain a pattern of successful advertising campaigns from the early 1940s. The USP states that such campaigns made unique propositions to customers who convinced them to change brands. (Du Toit et al, 2013)They found that the most successful brands used the unique selling proposition or USP. Coca-Cola has been found to use the USP. If sentiments about whether this proposal helps businesses achieve a more "successful" brand are to be believed, we must infer that’.