Activating Processes in the Brand Communication of Valuable Brands on the example of Coca-Cola.
Pöhler, Marie-Luise (2017)
Pöhler, Marie-Luise
Metropolia Ammattikorkeakoulu
2017
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201705066610
https://urn.fi/URN:NBN:fi:amk-201705066610
Tiivistelmä
Everyone in the world, from the streets of Paris to the villages in Africa, knows the logo with the white letters that are written on a bright red background. Coca-Cola was introduced in 1886. In that year, only nine glasses of the soda drink were sold per day. So how did the little company from Atlanta become the world’s most valuable and popular soft drink?
One of the company’s secrets is its emotional and memorable advertising strategies. Therefore, this thesis explains and analyzes how Coca-Cola uses activating processes in its brand communication to achieve customer loyalty. The study illustrates how a company can become one of the most valuable brands in the world by influencing consumer buying behavior, and hence retain its power in the beverage industry.
One of the company’s secrets is its emotional and memorable advertising strategies. Therefore, this thesis explains and analyzes how Coca-Cola uses activating processes in its brand communication to achieve customer loyalty. The study illustrates how a company can become one of the most valuable brands in the world by influencing consumer buying behavior, and hence retain its power in the beverage industry.