Building Memorable Brands (Case study - Coca-Cola)
If someone mentions Coca-Cola, what comes to your mind? Everyone has something to say. You can think about the bottle, the drink, the memories created. A brand should tell you a story, capitalizes on the feel-good moment for its consumers.
A little background to the Coca-Cola brand. For over 100 years, the Coca-Cola brand has been hard at work, creating an identity that’s built on community, happiness, and of course, the Christmas season.
The Coca Cola history started in the year 1886 when a pharmacist called Dr. John
Pemberton created a soft drink that was sold at his neighborhood pharmacy. Prior to Dr. John Pemberton’s death in 1888, he sold portions of his business to several parties but the majority was sold to Atlanta businessman Asa Candler. At first, the Coca Cola soft drink was sold per glass but then a businessman called Joseph Biedenharn started putting the Coca Cola soft drink in bottles.
If you want to build a brand that is memorable, you have to ensure you have a good product or service. That’s the first point in liking your product. Brands are not built overnight. They are built on brands and services that continue to improve over time. Coca-cola derives its value from the taste of its beverages, it was and still is the most valuable aspect of their beverage. They try to ensure that all their beverages taste the same.
Your distribution channels are also important. When you are starting out, ask, where are my customers hanging out, who has my audience. Coca-Cola does an amazing job with their partnerships.
Coca-Cola creates many marketing campaigns/initiatives in order to attract more customers and consumers. The company has strong marketing initiatives around the globe, therefore; this makes it a competitive advantage for the company.
Coca Cola Company’s value chain acts as a competitive advantage. The Coca-Cola Company is present in more than 200 countries thus; many people worldwide recognize its brand name and logo. Another strong point for them is their loyalty to satisfy their customers.
What’s your differentiation strategy?
There are many differentiators that differentiate Coca Cola Company from its rivals
such as superior quality beverage products, beverages' taste, packaging, high brand image and recognition, the Coca-Cola System, strong marketing capabilities, strong brand loyalty, and a strong global reach.
Lastly, follow the rule of 7. In marketing, if someone sees or interacts with your brand seven times, they are much likely to remember it. To do this, you can leverage social media platforms with great content. It gives people more touchpoints to interact with your brand.
BY: Remi .F.O