Branding as a Corporate Political Strategy

 

Expansion into International Markets:

Coca-Cola operates in over 200 countries, adjusting its product and advertising to fit local tastes, values, and cultures by Schultz, M., & Hatch, M. J. (2003)

Example: Coca-Cola offers unique products like Coca-Cola Clear in Japan and adapts its ads to local customs, such as emphasizing family values in the Middle East.

Branding & Politics:

Van den Bergh, J., & Behrer, M. (2013) Coca-Cola tailors its branding messages to political and social contexts. In the U.S., it highlights national unity (e.g., Christmas ads), while in politically charged regions, it promotes values like hope and connection.

This ability to adjust messaging helps Coca-Cola maintain relevance and avoid conflicts while aligning with diverse political climates.

Corporate Social Responsibility (CSR):

Coca-Cola invests in sustainability, community engagement, and social justice to improve its brand image:

Sustainability: Reducing carbon footprint and promoting recycling.

Community Engagement: Supporting clean water projects and wellness programs.

Social Justice: Promoting diversity and equality through campaigns and internal practices.

These CSR efforts help Coca-Cola maintain its reputation as a responsible, socially conscious brand.

references

Schultz, M., & Hatch, M. J. (2003). The Cycles of Corporate Branding: The Case of the Coca-Cola Company. California Management Review, 45(2), 6-22. https://www.bing.com/ck/a?!&&p=30093a2b392c9344e672836193b7291498ed93575bf87afc29ae3c7461e62c29JmltdHM9MTc0MTgyNDAwMA& 1

Van den Bergh, J., & Behrer, M. (2013). How Cool Brands Stay Hot: Branding to Generation Y. Kogan Page. https://www.bing.com/ck/a?!&&p=41d53074bd7c99eef3581c366534dff7923fafeaa13898e77cc0332d8ce90672JmltdHM9MTc0MTgyNDAwMA&ptn=3&ver=2&hsh=4&fclid=08e8d902-58cb-6a7c-29a6-