Coca-Cola Company is the world’s leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling and canning operators, distributors
Figure 3 – Leveraging social media marketing for brand recognition and customer loyalty (Source: http://www.launchandhustle.com/wp-content/uploads/2016/02/social-media-marketing-image.png) The advantage of social media marketing is that it helps the company in increasing brand recognition and customer loyalty (Rust et al 2005). There are many big companies like Skittles and Dell that have used social media with a motive to improve their sales and brand recognition. Today social media have gained
Because remembering the products and the brands according to product features and attributes is tough, shaping the product brand personality is becoming more and more important (Govers and Schoormans, 2005), such as Pepsi focuses on energy and young, Coca-Cola is reliable and trustworthy. Some types of human personality may be mirrored in brand; Aaker (1997) has argued that the typical use of brands is possible, and she has suggested that brands can be represented in terms of personality
countries beer is not considered as an alcoholic beverage but as a basic food. Beer is also the major player on the alcohol advertising field, with the most cultural acceptance; it can be compared to Coca-Cola in the soft drinks market. This is a rough comparison, because beer is a product and Coca-Cola is a brand. From an advertising standpoint, it’s very easy to promote beer and it’s really difficult to promote a beer, there are two points of view and I will elaborate why. The beer consumption is