Is Coca-Cola a global brand? Has it been adapted and why?
The success of The Coca-Cola Company revolves around five main factors; a unique and recognized brand, quality, marketing, global availability and ongoing innovation. Coca-Cola should be considered a global brand, since it is known worldwide by it's trademark, Coke or Coca-Cola, and can be found basically anywhere we travel.
The drink is the same in every country, although with minor adaptations to make use of the resources in the different areas and reap the cost benefits.
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International Branding Strategies
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- What is the country-of-origin effect? What factors influence consumer perceptions?
- How does a firm benefit from the characteristics of a brand?
- What impact can a corporate brand have?
- What is brand equity? Which components of a brand create competitive advantage?
- What are the factors that influence brand portfolio strategy?
- What is the process of brand-strategy development and how is it used in a high-value brand?
- What are the characteristics of a brand?
- What is the function of a brand?
- What are the elements of a brand?