Coca-Cola’s brand culture

First, it is the establishment and realization of long-term corporate image goals, and it is the basic strategy for becoming the world’s most valuable brand. Both Coca-Cola and Pepsi-Cola are the first companies in the world to pay attention to trademarks and brands.

Second, it is a clever and generous marketing strategy. Effective and consistent advertising and promotion, a focus on packaging and visual image, the company's significant investment in advertising and its successful image building in the minds of consumers around the world are the basis for continued progress.

3. Brands are living and personal. A good brand can build deep emotions between itself and consumers. Brands must consider consumers' daily experiences, feelings, thoughts, attitudes and psychological needs when using and accepting the brand.

Four. Building a brand is actually about creating a distinctive personality. The owner of the Coca-Cola brand has always believed: "The reason for our success lies in the friendly atmosphere we create. Consumers actually want to integrate with Coca-Cola."

Brand is an emotion

In the process of brand communication in recent years, Coca-Cola has always focused on this basic routine of brand building, from a high position, and in the process of strictly adhering to the rational "emotional" basis, it has constantly and constructively put forward some ordinary, popular but transcendent ideas. Some "emotion-driven symbols" that have become more and more deeply rooted in people's hearts, such as: "Let me be happy by myself" express the passion for life, "Take me home during the Spring Festival" express the family happiness, "There is no feeling like going home" "Expressed calls of affection and so on.

Brand is an emotion. The development process of Coca-Cola Company in China is actually a process of continuous emotional communication with domestic consumers:

1. Strategic planning supports emotional communication: localization, "THINK LOCAL, ACT LOCAL". Localization itself is based on the concept of being closer to local customs and customs.

2. Product development combined with emotional communication: eye-catching series of products. This not only focuses on the development of international brands in China, but also allows consumers to realize the affinity of Coca-Cola early.

3. Product breakthrough caters to emotional communication: the launch of Nestlé tea’s green tea flavor. In the concept that there is no green tea in Western tea, Coca-Cola breaks this rule.

4. Large donations breed emotional communication: Coca-Cola Hope School, this sense of social responsibility breeds people’s support for the weak.

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Brand is an emotion. When many companies are still selling products, functions, and personalities or don’t know what to sell, why can’t they add some emotion to their products? Why can’t they use their “heart” to communicate with consumers? Why can’t they learn from our easiest Ignored love, family affection, friendship, passion, warmth, feeling of parting, feeling of getting together, feeling of waiting, feeling of expectation, feeling of teachers and students, customs and customs, etc., and even use some of the most common, popular, What about the simplest words?

Culture is to build emotion

Emotion--brand culture--corporate culture--corporate behavior--corporate philosophy

Culture itself can be felt , but it is also an emotional thing. Many brands seem to advocate a certain culture, but they fail to say what kind of emotion the purpose is to cultivate consumers. In the end, the brand culture will definitely fail.

Coca-Cola, the world’s number one brand, said, “There is no feeling like going home.” In fact, can we also generalize from here, "No brand building method is as good as establishing good emotions with the target group"? ! I found this online. I wonder if I can help you