Over the years Coca-Cola has taken some great and exciting strides to build and maintain strong brand equity. With an ever-changing taste market, it is incredible how they have stayed top of mind as a refreshments drink, with its flagship product, and more so as an overall beverage brand. When buying a drink, there’s a high probability that it’s a product of the Coca-Cola Company…
One of my favourite examples of this was personifying the brand to resonate with family and the changes that families go through, but as the tagline of the ad campaign says “Because happiness is the place you choose to return to”. Coke is certifying it’s position within families and everyday lifestyle as the favourite drink that brings families together to enjoy a moment of refreshing happiness.
It shows a brand that is ready to face the shifting markets and segments by evolving with the times and lives of their target market. to ensure that their identity stays top of mind.
Another very cool example of strong brand equity from the brand is the expansion and introduction of a wider variety of flavour options to suit the ever changing dietary requirements of its market. The taste pallets have changed over the years, with consumers being more conscious of what they consume. Coke has managed to keep up and remain the “fave” with its consumers by broadening the options from Coke lite, right through to the same great taste with the addition of Vanilla or Coke Green. No matter your dietary preference, Coke can still be your drink of choice with the same great refreshing taste that you love
If there is a brand that gets the storytelling element right in their marketing efforts, it’s coca-cola. They have a way of naturally being a relevant part of many stories over the years. Strong brand loyalty is built through relationship and they are getting it right.