Culture And Socioeconomics Of Global Brand Image In Coca Cola And Coca-Cola

Improved Essays
According the management study guide, the term brand image can simply be understood as, “the current view of the customers about a brand” It can be stated as anexclusivethoughtthat arises in your mind when you think about a certain brand. It indicates the stardom associated with that particular brand when even you think of it. It is the prime concept associated and that immerges in the consumers head space when he/she thinks about that product. Like for instance whenever you see a white bottle with a red back ground on a bill board and a couple of white waves, the first image that will instantly barge in to your head will be Coca cola.
Whenever you think of a certain niche of a mobile brand, the first most preferred choice your mind will come
…show more content…
Roth, in his study by the name, “The Effects of Culture and Socioeconomics on the Performance of Global Brand Image Strategies” writes “Developing and managing brand image is an important part of a firm 's marketing program.” He says that “little research has been done, on linking the use of brand image strategies to product performance or, on managing brand images in global markets”, he further developed a conceptual framework of connecting culture with brand image has been used as a powerful tool, like Coca Cola does in Ramadan in Muslim countries where they associate the Sehar or After culture with Coca Cola, making a link between cultures and Brand image. Mountain dew endorses the image of thrill & action in its ads which is its Brand image …show more content…
Kevin P. & Eaton. John,Building Brand Image Through Event Sponsorship: The Role of Image Transfer DOI:10.1080/00913367.1999.10673595, 3/11/16

Retrieved from: http://www.tandfonline.com/doi/abs/10.1080/00913367.1999.10673595

• GraeffR. Timothy, (1996) "Using promotional messages to manage the effects of brand and self‐image on brand evaluations", Journal of Consumer Marketing, Vol. 13 Iss: 3, pp.4 – 18, 3/11/16

Retrieved from: http://www.emeraldinsight.com/doi/abs/10.1108/07363769610118921

• Sheila L. Sasser, Scott Koslow, Edward A. Riordan, 2007, Creative and Interactive Media Use by Agencies: Engaging an IMC Media Palette for Implementing Advertising Campaigns, DOI: 10.2501/S0021849907070286.
3/11/16

Retrieved from:http://www.journalofadvertisingresearch.com/content/47/3/237

• Foster. Tom, 2014, How to Create a Cool Brand, INC. MAGAZINE.3/11/16

Retrieved From: http://www.inc.com/magazine/20104/tom-foster/kate-spade-partners-and-spade-brand-creativity.html,

• Brand Image, Message study guide, 3/11/16

Retrieved from:

Related Documents

  • Improved Essays

    The definition of branding has evolved over the years. For example, decades ago branding was defined as a name, slogan, sign, symbol or designed that identified the product or service of a company. Additionally, based on various brand elements have been used for the brand identity that differentiates the products or services of the brand compared to their competition. Today, it continues to evolve with the perception and behavior of consumers.…

    • 515 Words
    • 3 Pages
    Improved Essays
  • Improved Essays

    Coors Light Advertising

    • 1593 Words
    • 7 Pages

    Advertisers are constantly looking for new ways to evolve advertising and branch their products out to new groups of consumers and captivate a wider audience. This paper will study advertisements from four of the most popular beer brewing companies, Molson Canadian, Coors Light, Bud Light. Despite the obvious differences of each advertisement being from a different beer company, they all employ similar marketing strategies. All of the advertisements draw upon and appropriate subcultural elements of the most popular sporting leagues through association to create a sense of “cool” and desire towards their product.…

    • 1593 Words
    • 7 Pages
    Improved Essays
  • Improved Essays

    No Logos Logo

    • 1035 Words
    • 5 Pages

    The documentary clarifies the importance and emergence of branding. Branding is characterized as “the process of marking a product with a consistent logo, image, mascot” (Jhally, 2003). The familiar image, logo or…

    • 1035 Words
    • 5 Pages
    Improved Essays
  • Decent Essays

    Old Spice Essay

    • 585 Words
    • 3 Pages

    The case, Old Spice: Repeating Success in the Face of Competitive Threat explores the advertising issues that Old Spice faced and the decisions its marketing team had to make. The case first goes over the success that Old Spice had with its Swagger deodorant campaign and how it created a halo effect that increased the sales of not just its Swagger product but also its other products. However with this success, the Old Spice marketing team was not sure if the Swagger campaign would keep being effective and whether they needed to come up with a new approach through rebranding a weak product or through promotion of a new product by using a new insight. Another decision that the marketing team was trying to decide on was whether to shift their…

    • 585 Words
    • 3 Pages
    Decent Essays
  • Improved Essays

    Franchising is something that was not started in America, but American franchises have taking over the world. In the chapter, “American Global Cultural Brand,” the author tries to illustrate how globalization and expansion of American popular culture has come into play by the use of the commercial concept of franchising. The author uses case studies of two franchises McDonald’s and Coca-Cola, and the popular fabric, blue jeans, to argue how each have influenced other cultures with their brand identity, as well as how each has a negative impact on cultures and the environment. Both Coca-Cola and McDonald’s have a strong brand identity across the world. The red, scripted text logo for Coca-Cola and the golden arches of McDonald’s is known across the globe.…

    • 590 Words
    • 3 Pages
    Improved Essays
  • Great Essays

    Dissertation Proposal “Celebrity Culture and Mass Marketing” A proposed study on the effects of celebrity culture on consumer perception and behaviour; and how this is affecting the marketing techniques being used by UK businesses Contents…

    • 4378 Words
    • 18 Pages
    Great Essays
  • Improved Essays

    Coke’s engagement strategy could be to shift from being a brand that promotes happiness to a brand that provokes happiness. Australian Coca Cola Company could decide to research on why a targeted population consumes which brand and at what time of the year. This can effectively describe buying habits and patterns of use for particular brands, and tagged loyalty to those brands. It can be agreed by many that Coke has a place in global cultural consciousness.…

    • 810 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    Article Reaction The article, Sponsorship Disclosure: Effects of Duration on Persuasion Knowledge and Brand Responses by Boerman, Reijmersdal, and Neijens (2012), is a study about the influence of sponsorship disclosure (SD- intentional communication to the viewer to make him/her aware advertisement of a product or service so as to not be misled or deceived; Required by law to be present when sponsored content is in any form of media). Sponsored content is often included in media, i.e. Jurassic World. The purpose of this article is to analyze the effects of SD (independent variable) as they relate to viewer’s perception of the brand (dependent variable) (1. Brand Attitudes-BA-how viewer feels about the brand as it relates to him/her; and 2.…

    • 1089 Words
    • 5 Pages
    Improved Essays
  • Improved Essays

    Assessment- 2950 Task-1 Mcdonald’s will be the world’s major fast-food restaurant that 's a lot more than 45, 000 places to eat all over the world. The exact achievement at the rear of online business is going to be it really is workforce process and its providers. While Mcdonald 's is usually a world-wide manufacturer, this has an essential functionality likewise interior modest town’s world-wide. In excess of a definite million much more purchasers had been backed in 2007 compared to in 2006.…

    • 1930 Words
    • 8 Pages
    Improved Essays
  • Great Essays

    As globalization prevails, many companies venture into different countries which create high complexity for marketing as the culture elements are deeply embedded in consumer behavioural, and can cause significant misconception on the brands. A comparative analysis between Pepsi’s TV advertisements in China and the US will help to demonstrate both the differences and similarities of marketing presentation and examine the effectiveness of the market communication. By applying Hofstede’s framework on dimensions of cultural variability, these two ads reflect fundamentally different cultures and further prove the importance of tailoring the marketing strategy accordingly to fit the culture. The Chinese Pepsi ad depicts a story that a young man (starred by famous Taiwanese actor Vic Chou) cannot celebrate the Chinese New Year with his parents because of his work.…

    • 1904 Words
    • 8 Pages
    Great Essays
  • Improved Essays

    Critique of the Article “is Attribution of symbolic brand meaning: the interplay of consumers, brands and reference groups (2016)” The chosen article is Attribution of symbolic brand meaning: the interplay of consumers, brands and reference groups (2016), a study of consumer behaviour where it focusses on how a self brand connection and reference correlate and has an impact on each other on brand symbolism seems to be attractive and clearly presenting to warrant a critique. Authors- Manfred Hammerl, Florian Dorner, Thomas Foscht and Marion Brandstätter employed at Department of Marketing, University of Graz, Graz, Austria In the past decades , various researches were held to observe customer behaviour and the impact on them by social influence and reference groups and are likely to change their mind-set for any brand.…

    • 875 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    Brand Loyalty Case Study

    • 1599 Words
    • 7 Pages

    A brand’s image is an essential factor of brand equity, (Aaker, 1991). Keller (1993) and shows differently the brand image, brand suggestions in addition to the favorability, might and exclusivity of these connotations. By keeping in view an image is emotionally constructed by the consumers few basic impressions selected from the lake of many Brands; it came into existence through an artistic course of action where the chosen impressions are expanded, inflated, and prepared. In making consumers release the likelihood of purchase of that brand will increase which flourish that they need it and make its variance identity form its opponents. By the public corporation or its manufactured goods which continuously holds a promising image, definitely increase a better position in the market, increase market share, workable competitive advantage, and or enactment (Park, Jaworski,&MacInnis, 1986). ).…

    • 1599 Words
    • 7 Pages
    Improved Essays
  • Improved Essays

    The Value Of Photography

    • 1019 Words
    • 4 Pages

    The same is true in the realm of business. The building of a brand is the business world’s equivalent to the building of a personal or individual reputation (Boone & Kurtz, 2014). It takes years to develop and requires constant monitoring. Boone and Kurtz (2014) define brand as “a name, term, sign, symbol, design, or some combination that identifies the products of one firm while differentiating them from those of the competition” (pg. 416).…

    • 1019 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    Importance Of Brand Equity

    • 1430 Words
    • 6 Pages

    et al. (2006), explains brand awareness as an essential part of creating brand image, because when a brand is well grounded in the memory it makes it much easier for associations to be created and committed. For this reason, can we indicate that building a solid brand image depends on possessing high brand awareness. According to Aaker (1991), there are few guidelines to improve brand awareness, such as being distinct and pleasantly memorable, creating a unique slogan or jingle, symbol or logo exposure, publicity, event sponsorship and partnership, good public relations, considering brand extensions, using cues, recall requires repetition and the recall bonus. These days, brands need to build a strong image and possess high awareness to succeed in extremely competitive environments.…

    • 1430 Words
    • 6 Pages
    Improved Essays
  • Decent Essays

    Throughout its business history, besides its primary Pepsi-Cola beverage division, PepsiCo has acquired various popular food companies and restaurants chains to build its entire retail enterprise. By diversifying its products and distribution channels, PepsiCo earned abundantly in revenue through years, and even surpassed Coca-Cola’s revenue in general. II. Advertising Strategy and Brand Campaigns Advertising has proven its essential and consistent function in a company’s brand building process. By launching the right advertising to the right consumers can build the perceptions of company’s target customer group, therefore further enlarge the company’s reputation and market share in the long…

    • 702 Words
    • 3 Pages
    Decent Essays

Related Topics