coke
...“The global soft drinks industry in the early 2000s was dominated by two large companies--Coca-Cola Company and PepsiCo Inc…”(Industry Snapshot, Business & Company Resource Center). Soft drinks in general are said to be a “marketing phenomenon.” The simple product made up of a blend of water, sweeteners, and flavors, causes companies to invest large sums of money in advertising and marketing. What was Coke’s brand building strategy? Coke’s key branding strategy is commonly known as multibranding. This strategy involves giving each product a distinct name. “Multibranding is a useful strategy when each brand is intended for a different market segment” (Marketing 7th Ed., pg 310). “The Coca-Cola Company offers nearly 400 brands in over 200 countries. Many of these brands, including soft drinks, fruit juices, bottled waters and sports drinks, are only available in specific regions of the world—sometimes in just a single country. The reason for this is simple: different people like different beverages at different times for different reasons” (www.cocacola.com). Where did Coke’s brand meanings come from? Coca-Cola initially got its brand name by what is in the mixture of the syrup. By mixing the Coca leaf and Kola nut, along with other substances, Coca-Cola was created. Although the Kola nut is spelled with a K, a friend of the pharmacist that developed Coke, thought it would be wis...