Critique the way in which Coca-Cola has managed its brand over time. Has the strategic approach to brand associations taken by the organisation worked

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Critique the way in which Coca-Cola has managed its brand over time. Has the strategic approach to brand associations taken by the organisation worked well for the overall brand strategy?

The Coca-Cola Company (Coca-Cola or ‘the company’) is a manufacturer, distributor and marketer of non-alcoholic beverage concentrates, syrups and finished sparkling and still beverages. (Marketline, 2012) Since 1886, the brand Coca-Cola has expanded step by step, and is ranged as the first among beverages companies in the world. Since Coca-Cola has become one of the world’s most recognizable brands, to analyse the strategic approach to brand association, it is necessary to understand the strategic approach of Coca-Cola in the contemporary commercial world. Therefore, in this essay, Coca-Cola Company will be used as a case study to analyse its strategic brand association, especially in terms of sport sponsorship and corporate social responsibility (CSR) programs.

To begin with, it is important to make clear the overall brand strategy of Coca-Cola. Coca-Cola as the largest beverages company in the world has a long history of brand associations carefully selected by the organisation. Secondly, it has been doing extensive advertising involving both traditional media and new media including web 2.0(Shirky, 2011) in recent years, which ensures the continual exposure of this historical brand. Besides, all the association and advertising are all based on the brand core values, which basically demonstrate ‘the identity that the audiences of the corporation perceive in terms of the organisation and its products. (Olins,1995:xvii)’. Happy, healthy, friendly and energetic and historical are common perspectives of the brands as core value.

Brand associ...

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L'etang, J. (2008) Public relations. Los Angeles: SAGE.

Olins, W. and Olins, W. (1995) The new guide to identity. Brookfield, Vt.: Design Council/Gower.

Palmer, A. (2012) Introduction to marketing. Oxford: Oxford University Press.

Shirky, C. (2011) Cognitive surplus. New York: Penguin Books.

Snider, J., Hill, R. P. and Martin, D. (2003) Corporate social responsibility in the 21st century: a view from the world's most successful firms. Journal of Business ethics, 48 (2), pp. 175--187.

Tench, R. and Yeomans, L. (2006) Exploring public relations. Harlow, England: FT Prentice Hall.

Wragg, D. W. (1994) The effective use of sponsorship. London: Kogan Page.

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