Share a Coke

In: Business and Management

Submitted By atifkhan46
Words 432
Pages 2
Share a Coke
COLLAPSE
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Coca-Cola is one of the most recognisable brands on the planet. Coke is the only product that is available in every country on Earth, thanks in part to the fact that Coke has built an incredibly strong brand identity. A brand is essential for a product to reach consumers through an emotional connection as opposed to simply meeting a consumer’s needs (Solomon, Hughes, Chitty, Marshall, Stuart, 2014). A strong brand can be the reason a consumer chooses one product of another, even though the chosen product might not meet the rational needs of the consumer as much as another product may. Strong brands can create brand loyalty among consumers and when a strong connection is made, can create customers for life (Wheeler, 2006). Brand identity is the recognisable attributes that are associated with a product or service, such as colours, lettering, and packaging or sound (Gains, 2014). This most notable elements of brand identity is the logo. Brand equity is the perceived value a consumer derives from a product rather than the actual benefits provided through the use of the product or service (ref).
The ‘Share a Coke’ camping is an attempt to build on the already incredibly strong brand equity that Coke has by adding further emotional connections to the product. The intriguing aspect of this campaign is that is involves changing the brand identity to build upon brand equity that fits in line with the brand personality. A brand’s personality humanises a brand and lifts the product from static object to dynamic force (Gandhi, 2014). Coke’s brand personality is built on the image of a care free, youthful, happy lifestyle. Share a Coke is an attempt to build on the happy image of the product by associating Coke with family and friends. The personality of Coke now actively seeks to connect…...

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