Coca-Cola brand marketing.doc

Coca-Cola brand marketingAbstract The higher a companys brand value, influence the greater survival of this enterprise the higher the safety factor. Coca-Cola Company was world-renowned achievements in the great cause of today, with its focus on brand building are inseparable. In its course of development, there is a lot we can learn from the valuable experience. Articles from the Coca-Cola Company to start the development process, analysis of the Coca-Cola Companys brand marketing strategy, to Chinas enterprises to enlightenment. 【Key Words】 Brand Marketing Coca-Cola I. Introduction If Coca-Cola plant was a fire burned the whole world the next day the front pages of major media must credit banks to compete for Coca-Cola. This is the most talked about Coca-Cola say. Coca-Cola, this assumption contains a profound principles of marketing, it is the brand value and corporate safety coefficient is proportional to - the higher the value of a companys brand and influence the greater survival of this enterprise the higher the safety factor. Brand value is the brand brought to the product beyond its functional utility of the added value or additional interest, or interests of such value-added performance of the brand to businesses and customers beyond the product or service other than the value of their own interest. The value of a brand depends on the brand (not products) profitability, that is, people to the brand and are willing to pay the price, and the price level of consumer evaluation of brand image as a long-term dynamic response. Coca-Cola is the worlds No. 1 brand, brand value has reached over 700 billion dollars. And its life cycle is long, a wide range of radiation. Coca-Cola from 1886 has been 122 years old was born, according to product life-cycle theory, the products enter the market, should follow the growth, maturity, and decline of the life cycle. But Coca-Cola to become an exception, it continues to enter new markets, in the global market is growing, has not yet entered the mature stage, and no signs of a recession. Now Coca-Cola at the global distribution and special Xu operate nearly 200 countries, it is truly borderless global products. 2, Coca-Colas brand marketing strategy 1. Brand Design Brand positioning is very important for brand marketing. In 1915, Coca-Cola beverage market positioning on the set in the Always Coca-Cola This advertising slogans, would henceforth be able to absorb the American culture and the different market environment, since the industrialized society of human access to the most global value of the classic brand. Coca-Cola beverages, and drinks are a kind of eternal human needs. Longevity is often dependent on brand longevity products. Drinks are a kind of eternal human needs, its basic function is to quench their thirst, therefore, someone local and someone will thirst, it will demand results in a purchase of soft drinks has become a well-known Coca-Colas sales motto, but also for Always Coca-Cola, provide the basis for the existence of. Brand Graphic is a business philosophy, production technology, the Merchandise symbol. In the minds of consumers, brand and corporate logo with a graphic identity. The characteristics of the brand and design visual communication has always been focused around the speed, accuracy and the size of the center, the amount of information carried. Coca Cola brand name, pay no attention to the most prominent feature is the meaning of the words and the emphasis on sound loud. Coca Cola the phrase short and pithy, with originality and unique personality, is a unique and unprecedented product brands, so you can play the leading role in the whole world has been of concern to all, love. The design of their ads to white text on red is very eye-catching. The white letters in written Coca Cola, in the backdrop of red, there is a leisurely beating of the state. By the continuity of the formation of letters long white corrugated, giving a sense of movement and fully reflects the characteristics of the liquid, so that the whole design is full of attractive energy. It not only identifies the characteristics of the brand-name products, but also identifies the characteristics of the companys industry. Coca-Cola beverages are also very unique. Glass cleverly designed, beautiful shape, such as slim and graceful young girl, the capacity is just another cup, and looked from the outside gives the impression that more than a cup size, so deeply rooted among the image. Coca-Cola 7X secret formula to make its own brand of propaganda has the unparalleled value. In fact Coca-Cola product formulas 99.61 percent of the component is open, the key is the remaining 0.39% of the ingredients, he incurs as the US-Han dis-Tx dope recipe kept secret. The secret kept in the Bank of the United States George Pharmaceutical deepest basement, closed the seven fire offset added a seven locked safe thickening, the extent of its secrets even more than the Pentagons national defense documents. Coca-Cola closed dope formulations mystery, and aroused the curiosity of consumers, causing the demand to buy. Now, 7X has been integrated into the brand of Coca-Cola, as always, the brands personality and image of its positive impact. 2. Consumer-oriented Coca-Colas consumer-oriented philosophy, based on its global business philosophy is the basic content of the original nine characters (3AS): buy (Availability), affordable (Affordability), happy to buy (Acceptability); is now replaced by 12 words (3PS): the ubiquitous (Pervasiveness), value for money (Price / value), the hearts of the preferred (Preference). Everywhere (Pervasiveness), is the Coca-Cola Company to establish a point of the sales network, skip all kinds of intermediate links, direct occupation of the majority of-sale terminals, point of sale to ensure that any one of any one time without interruption the supply of products. Whether you are in the earth of that one place, as long as you want to drink Coca-Cola, you can buy anywhere. Franchising is based on the transfer of the right to operate as the core of the chain, initially originated in the 19th century, the 80s. It is through a unified brand operation and management, the accumulation of all resources to meet the widest range of consumer demand, creating many international famous brands. The Coca-Cola bottling system is the use of such a franchise brand expansion and business expansion skillfully combining ingenuity to create a world-class Coca-Cola red world so that the Coca-Cola became the worlds number one brand may be. Value for money (Price / value), is the Coca-Cola contains a huge brand value and cultural value, giving a bottle of drink is not so simple values and feelings. A sense, the Coca-Cola is not the drink, or just a simple drink, but rather a symbol of freedom and progress. It is accompanied by the growth of generations of U.S. culture is American culture in the precious spiritual wealth. This is from the New Coke innovative discourse when the people - rewrite the Constitution reasonable? Rewrite the Bible mean? Change the Coca-Cola formula, which is as severe in nature - you can get a glimpse. Meanwhile, Coca-Cola Company and co-packaging manufacturers in ensuring the quality of products under the premise of efforts to reduce costs, and strive to supply the most preferential prices to consumers. The hearts of the preferred (Preference), is that when you drink beverages in the market a wide variety of drinks, your first thought is that Coca-Cola. This is a strong campaign against Coca-Cola Company are inseparable. Coca-Cola brand at any time appear, help to establish a dominant position on the beverage market, can become the market leader, so naturally some people like it, is willing to cooperate with you. In the spread of the means of integrated marketing, Coca-Cola attaches great importance to by multiple -oriented promotional channels, radio, television, Internet, print media, the terminal stores the scene, were its own use, and brand information dissemination. One wartime marketing and sports marketing exemplary. 3. Wartime Olympic marketing and sponsorship World War II, in order to maintain good relations with the military, create patriotic image of the Coca-Cola was 5 cents a cup to take low-cost strategy, which immediately moved by the U.S. military and civilian and support for the Coca-Cola has won praise. In addition, Coca-Cola in World War II also attaches great importance to celebrity effect. With five-star General Patton, the United States a great hero Dwight D. Eisenhower and others to make the impact of Coca-Cola throughout the world and has greatly enhanced its brand content. It can be said, through World War II, Coca-Cola really achieved its desire to occupy the international market. And its brand value of the large, far-reaching effects Tracing the source, mainly due to forged a harmonious union with the sport. Coca-Cola can be said to be a pioneer of sports sponsorship, from 1907 sponsored by the United States began a baseball game has been more than 100 years of tradition. No matter what the date, the Coca-Cola want to be able to share the joy of peoples time, the worlds most popular sports events and popular activities, an excellent platform. Sunrise sunset, Coca-Cola is willing to millions of customers to create a unique and memorable endless movement of experience. In 1928, opened a chapter in the history of Coca-Cola sponsored the Olympic Games. Since then, Coca-Cola and the Olympic Games on the indissoluble bond, never interrupted the Olympic Games sponsorship. Coca-Cola Company in marketing its own product, product and brand, as well as the spirit beyond the material products linked together to market it. The spirit of the Olympic movement is faster, higher, stronger, and this just fits with the Coca-Cola optimistic, lively, and vigorous, the courage to face difficulties core brand value. Many years of marriage with the Olympic Games not only makes this more exciting sporting event of human glory, but also makes the sponsors Coca-Cola brand reputation in sun at high noon. To achieve double-edged sword, both support the sport we all love, but also achieved its pursuit of effect, expand the social impact, convey their brand message, enhance brand awareness, contact the public feelings, to promote social welfare, enhance corporate image, and many other commercial marketing purposes. Reposted elsewhere in the paper for free download http:/ 4. Brand Internationalization Brand international, is to change the way people - foreigners - consumption habits to replace other brands. Therefore, the brand internationalization is not only an economic activity, but also a cultural behavior. Coca-Cola brand is the ongoing internationalization of the brand localization process, and in brand building, the most notable feature is the integration of local cultural characteristics of localization of the brand, creating brand affinity. Coca-Cola localization process can be used to describe local conditions, which focus on strengthening local consumer habits and emotional communication, and obtain their approval. At the same time, Coca-Cola will not give up their 100 years of tradition and image, it has not forgotten to use a universal language and the different countries, different races, different cultural backgrounds communicate with consumers. In normal times, the Coca-Cola promotion are synchronized global markets, the feeling of thirst to become a universally applicable, and this ads intention to Coca-Cola rose to common human needs and emotions, this emotional communication, leisurely hundred years, Coca-Cola has been committed to this gathering and expression of emotion. 3, Conclusion Coca-Cola company to now, has been with him, whereas the more than 200 countries around the world and regions more than 1200 bottling plant, sales volume of more than 7500 bottles per second, as the worlds No. 1 brand. International publication Advertising Age named the worlds most respected and most dynamic brand. Coca-Cola success in gaining such a success, it is because fully aware of the brand on the significance of enterprise development, and successfully carried out the brand marketing, many of which we should learn from the valuable experience. References: 1 white. Brand management stories. China Economic Publishing House, 2005. 2 white. Branding story. China Economic Publishing House, 2006. 3 white. The story of the evolution of the brand. China Economic Publishing House, 2005. 4 white. Brand contingency story. China Economic Publishing House, 2006. 5 Gao Li Xiang, Tao Yu. Look at Coca-Cola Olympic sports sponsorship strategies. Sports and Science, 2006,1. 6 Liu Jia. Look at companies from Coca-Cola branding. Heilongjiang foreign trade, 2006,6. 7 Mou Huan Sen, Hao Lingling. Innovation and significance of the failure of case studies - analysis of the failure of New Coke innovative perspective. Dialectics of nature, 2007,10. 8 Qiumei Zhen, Luo Ming Fung. On the Coca-Colas Olympic Food of Love and brand benefits. Store modernization, 2006,10. 9 Shi Yingying. Coca-Cola marketing strategy in wartime research, 2006,5. 10 Wang Fang. Coca-Cola Companys brand marketing strategy and its enlightenment to China. Mall modernization, 2007,4. 11 Wu Zhao Gui. Coca-Cola remarkable - On the Coca-Colas successful experience. Technology Plaza, 2002,12. Reposted elsewhere in the paper for free download http:/更好的翻譯建議感謝您為 Google 翻譯提供翻譯建議。提供更好的翻譯建議：Coca-Cola brand marketing Abstract The higher a companys brand value, influence the greater survival of this enterprise the higher the safety factor. Coca-Cola Company was world-renowned achievements in the great cause of today, with its focus on brand building are inseparable. In its course of development, there is a lot we can learn from the valuable experience. Articles from the Coca-Cola Company to start the development process, analysis of the Coca-Cola Companys brand marketing strategy, to Chinas enterprises to enlightenment. 【Key Words】 Brand MarketingMarketing Coca-Cola I. Introduction If Coca-Cola plant was a fire burned the whole world the next day the front pages of major media must credit banks to compete for Coca-Cola. This is the most talked about Coca-Cola say. Coca-Cola, this assumption contains a profound principles of marketing, it is the brand value and corporate safety coefficient is proportional to - the higher the value of a companys brand and influence the greater survival of this enterprise the higher the safety factor. Brand value is the brand brought to the product beyond its functional utility of the added value or additional interest, or interests of such value-added performance of the brand to businesses and customers beyond the product or service other than the value of their own interest. The value of a brand depends on the brand (not products) profitability, that is, people to the brand and are willing to pay the price, and the price level of consumer evaluation of brand image as a long-term dynamic response. Coca-Cola is the worlds No. 1 brand, brand value has reached over 700 billion dollars. And its life cycle is long, a wide range of radiation. Coca-Cola from 1886 has been 122 years old was born, according to product life-cycle theory, the products enter the market, should follow the growth, maturity, and decline of the life cycle. But Coca-Cola to become an exception, it continues to enter new markets, in the global market is growing, has not yet entered the mature stage, and no signs of a recession. Now Coca-Cola at the global distribution and special Xu operate nearly 200 countries, it is truly borderless global products. 2, Coca-Colas brand marketing strategy 1. Brand Design Brand positioning is very important for brand marketing. In 1915, Coca-Cola beverage market positioning on the set in the Always Coca-Cola This advertising slogans, would henceforth be able to absorb the American culture and the different market environment, since the industrialized society of human access to the most global value of the classic brand. Coca-Cola beverages, and drinks are a kind of eternal human needs. Longevity is often dependent on brand longevity products. Drinks are a kind of eternal human needs, its basic function is to quench their thirst, therefore, someone local and someone will thirst, it will demand results in a purchase of soft drinks has become a well-known Coca-Colas sales motto, but also for Always Coca-Cola, provide the basis for the existence of. Brand Graphic is a business philosophy, production technology, the Merchandise symbol. In the minds of consumers, brand and corporate logo with a graphic identity. The characteristics of the brand and design visual communication has always been focused around the speed, accuracy and the size of the center, the amount of information carried. Coca Cola brand name, pay no attention to the most prominent feature is the meaning of the words and the emphasis on sound loud. Coca Cola the phrase short and pithy, with originality and unique personality, is a unique and unprecedented product brands, so you can play the leading role in the whole world has been of concern to all, love. The desi