Why is coca cola well-known brand worldwide? It is the flavour,
emotional bond and the logo that builds the connection with the consumers. How do
we know whether this is the reason? The answer is within the branding and
identity, which are some important components that have transformed coca cola
from just a soft drink into happiness for consumer. Furthermore, the blog explores
the strategic branding and strong visual identity of Coca-Cola.
Branding is not only about the logo, but also an emotional
and psychological relational ship a brand has with its consumers. Happiness, nostalgia,
and togetherness is reinforced by coca cola in its marketing campaign. emotional
connection that coca cola has is the “open happiness” and “share a coke” campaign
which create a personal and shared experience, making Coca-Cola synonymous with
joy (the Coca-Cola company, 2019). Cola’s core brand message remains unchanged.
Its classic glass bottles and red-and-white colours maintain familiarity and
trust (Pendergrast, 2000). Storytelling & Advertising is another component
od branding, Coca-Cola’s ads don’t just sell a drink, they sell an experience.
Whether through festive Santa Claus commercials or global unity themes during
FIFA World Cups, the brand uses storytelling to stay memorable (Keller, 2013).
Brand identity Is a tangible visual element that makes a brand
stand out. The Coca-Cola Spencerian script has remained largely unchanged since
the late 19th century. Its elegant, flowing design exudes tradition and
authenticity (Beverland, 2005). Signature bold re and white colour is
psychologically associated with energy and warmth. The contour bottle, designed
in 1915, was intended to be recognizable even in the dark or when shattered.
This curvy shape has become a visual icon in itself, further solidifying
Coca-Cola’s identity (Design Council, 2017). Coca-Cola’s typography remains
distinctive, giving the brand a classic yet timeless look that works across all
forms of media, from billboards to digital ads (Klein, 2012).
reference
Design Council. (2017). The Coca-Cola Bottle: A Design Classic. Retrieved from www.designcouncil.org.uk
Beverland, M. (2005). Brand Authenticity: The Art and Science of Building Strong Brands. Routledge.
The Coca-Cola Company. (2019). Open Happiness Campaign Success. Retrieved from www.coca-colacompany.com
Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson.
Klein, N. (2012). No Logo: Taking Aim at the Brand Bullies. Knopf Canada.
It's interesting how branding can evocate to so much more than people might realize. Appeal to nostalgia and deep feelings with their products has been proven to be useful for many brands and Coca Cola it's not the exception.
ReplyDeleteHowever, there's is an inevitable question in all this... at what point of this whole process in this particular strategy of Branding can be considered as manipulation instead of simple just advertising?
Appealing to emotions can be considered as manipulation for certain people. In addition, who decides when it's enough suggestion in the advertising and protects consumer from the potential dangers and harms this "manipulations"??
By intertwining these elements—emotional connections, a strong visual identity, and impactful storytelling—Coca-Cola has successfully established itself as a symbol of joy and unity worldwide.
ReplyDeleteYour analysis of Coca-Cola’s branding and identity is insightful and well-researched. You’ve effectively highlighted how the brand’s emotional connections, consistent visual identity, and compelling storytelling have contributed to its global recognition. Your use of scholarly sources adds depth to your observations, demonstrating a thorough understanding of the subject matter. Excellent work!
ReplyDeleteYour blog effectively highlights Coca-Cola’s strong branding and visual identity, but there are some grammatical and structural issues that need refinement for clarity and flow. Consider improving sentence transitions and correcting minor errors like "relational ship" (should be "relationship") and "bold re" (should be "bold red"). Additionally, expanding on how Coca-Cola’s branding compares to competitors could further strengthen your argument
ReplyDelete