Introduction

Coca-Cola is a carbonated soft drink sold in stores, restaurants and vending

machines internationally. The Coca-Cola Company claims that the beverage
is sold in more than 200 countries.
Invented in May of 1886 by Dr. John Styth Pemberton
First glass sold for 5 cents at Jacobs Pharmacy in Atlanta
Coca Cola company enjoys the status of being one of the biggest non
alcoholic beverage companies of the world.

Brand building strategy

Brand development strategy of Coca Cola has been far reaching and has
managed to remain in the limelight ever since it became a favorite with the
non alcoholic drinkers ;
It has been noticed that brand loyalty is an important factor in maintaining
the number one position.
Over the years, Coca Cola has passed several tests of brand enhancement
and the company makes it a point that the products under the banner Coca
Cola continue to invade the minds of the consumers.

The essence of brand building of the company lies in the fact that it wants its
consumers accessibility to be "within an arm's reach of desire".
Brand loyalty has been instrumental in keeping up the brand image of Coca
Cola
There is another category of consumers, who increase the consumer base
and they constitute the collectors of the brand.
The collectors usually indulge in collecting old as well as upcoming logos of
Coca Cola, bottles and literary matter
COCA COLA ZERO brand
With regard to the brand development of Coca Cola Zero, the company came
out with an advertisement, which was quite different from the conventional
ones. In this regard, (no calorie beverage), it has shelled out three types of
products :
Coca Cola Classic ; Diet Coke ;Coca Cola Zero.

There are few experts who believe that when Coca Cola had the tag line
of "The Real Thing", it was really that but with the invention of various
categories of coke, the "real thing" changes to "many things", and the
original flavor is usually lost.

Brand Equity
The brand assets (or liabilities) linked to a brands name and symbol that
add from a service.
(Ovo moe kako hoe svojim reima)Brand equity is difficult to measure because much of
it depends on consumers' perception and opinions of a brand. When a product has high
brand equity they are successful at retaining their current customers by keeping them
satisfied with the quality of products and service. They are also successful at attracting new
customers who have heard of the brand through successful marketing or word of mouth.
Coca-Cola's brand equity is difficult to measure because they have extended their brand to
include numerous products
Some of the brands include Coca-Cola Classic, Dasani Water, Full Throttle, Fanta, and Soy
Products

Coca Cola was taking its core product, Coke, and expanding the product in new form
factors and new overseas markets.

Brand identity

The brand identity is the audio-visual 'face' of the brand - the cues that tell you that you are
are in the right place ;
Coca-Cola alone is recognized as the most valuable in the world by the respected inter
brand corportion valued at above US $ 67 billion ;
The Coca-Cola
infringement ;

bottle design differentiated the identity, the easier it is to protect from

Brand image
A unique set of associations in the mind of customers concerning what a
brand stands for and the implied promises the brand makes.
There could be hardly any person around the world that hasn't heard the
name Coca Cola ;
Brand image is the significant factor affecting Cokes sale. Coca-Colas
brand name is very well known all over the world ;

Brand loyalty
Brand loyalty is a central construct to marketing;
Keeping the consumer satisfied, and loyal enough to frequently purchase
just one brand, is more difficult in todays marketplace than ever before ;

Coca Cola-s Vision and Mission

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Conclusion
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