The Coca-Cola Brand’s History
Brand - it's more than advertising or marketing. That's all that comes to a man’s mind about the product when he sees it or hears the name of the logo. (David F. D'Alessandro, general manager of John Hancock, «Brand Warfare: 10 Rules for Building the Killer Brand» book)
The only true marketing approach, which can be broken down into the following steps:
1) The correct positioning;
2) The successful introduction of the brand into the market;
3) An effective business model;
4) The long-term vision of the brand;
5) The overcoming of competitor’s adware pressure;
6) The interest and motivation of the target audience maintaining;
7) Management of distribution network;
8) The formation of a loyal segment of consumers.
From a marketing perspective, to manage the brand effectively - it means, to determine the optimal (from the perspective of cost optimization) version of the product position in consumer’s mind. Most researchers agree that the brand is assets of a product, intellectual part of it, which is shown in its name, design, tagline. Moreover, the brand is able to charismatic affect of human emotion, focusing on new customer acquisition. It is a symbiotic associations and symbols that enhance communication between the product and the customer.
The Coca-Cola brand’s history 1) at first - unique invention or great idea.
In Atlanta (Georgia, USA), 1886 in 8 May, John Stith Pemberton having welded syrup, called his friend Frank M. Robinson and told him about the discovery. Frank told him to write this wonderful recipe. The syrup was sweet and thick. John took it into the largest city in the pharmacy "Jacobs' Pharmacy." "Coca-Cola" bought up of nine glasses a day for the first year. The name has come up for a drink Frank Robinson, who is also wielding calligraphy and wrote the words Coca-Cola beautiful curly letters are still the logo of the drink. 2) second - the protection of itself originality from the competition
The original name of the mark and
The only true marketing approach, which can be broken down into the following steps:
1) The correct positioning;
2) The successful introduction of the brand into the market;
3) An effective business model;
4) The long-term vision of the brand;
5) The overcoming of competitor’s adware pressure;
6) The interest and motivation of the target audience maintaining;
7) Management of distribution network;
8) The formation of a loyal segment of consumers.
From a marketing perspective, to manage the brand effectively - it means, to determine the optimal (from the perspective of cost optimization) version of the product position in consumer’s mind. Most researchers agree that the brand is assets of a product, intellectual part of it, which is shown in its name, design, tagline. Moreover, the brand is able to charismatic affect of human emotion, focusing on new customer acquisition. It is a symbiotic associations and symbols that enhance communication between the product and the customer.
The Coca-Cola brand’s history 1) at first - unique invention or great idea.
In Atlanta (Georgia, USA), 1886 in 8 May, John Stith Pemberton having welded syrup, called his friend Frank M. Robinson and told him about the discovery. Frank told him to write this wonderful recipe. The syrup was sweet and thick. John took it into the largest city in the pharmacy "Jacobs' Pharmacy." "Coca-Cola" bought up of nine glasses a day for the first year. The name has come up for a drink Frank Robinson, who is also wielding calligraphy and wrote the words Coca-Cola beautiful curly letters are still the logo of the drink. 2) second - the protection of itself originality from the competition
The original name of the mark and