Coca Cola’s brand power

Coca-Cola: The Power of a Brand

Coca-Cola: The Power of a Brand

By: Bob Zurn

There are few images as recognizable throughout the world as the Coca-Cola brand. Travel to the furthest reaches of the globe and you will probably encounter it on a clock or a sign, if not on the drink itself. Marketers today look to the Coca-Cola brand as a model of marketing power. Its image has transcended national borders and cultural barriers to reach almost everyone on earth. How did the Coca-Cola symbol become such an omnipresent image?

Beginning in 1886, Coca-Cola president John Pemberton began traveling the country introducing pharmacists to the drink. At that time it was considered a medicinal substance that could relieve headaches and other minor woes. Candler distributed clocks, calendars and other items laden with the Coca-Cola logo as he toured the country, spreading the brand and selling his product.

From there the brand continued to penetrate further around the world. The bottling rights to Coca-Cola were sold in 1899 and in 1915 the Root family submitted a standard size bottle for distribution, but it was too fat in the middle. The Coca-Cola Company liked the bottle so much they thinned it down and has been used ever since and is called a Hobbleskirt Bottle. By 1920, with new bottlers springing up all the time, the brand had expanded into Cuba, France, Puerto Rico and other territories. Its world dominance would increase further with World War II, when Coca-Cola promised that “every man in uniform gets a bottle of Coca-Cola for 5 cents, wherever he is, and whatever it costs the company.” Suddenly Coca-Cola could be found throughout Europe as American GIs carried it with them, and by 1960 the number of countries with Coke bottling plants had doubled.

Today Coke remains a powerful brand with over a century of history behind it. As a result, items featuring previous incarnations of the Coke image have become classic pieces of Americana. The success of the Coca-Cola brand has made it an icon not just in the world of brand marketing but of American history. It symbolizes the popularity of a soft drink as well as the dominance of American entrepreneurialism in the twentieth century and beyond.

Author Bio
Bob Zurn and his wife Joyce own and operate Cola Corner, the leading online provider of Coca-Cola collectibles. Cola Corner provides a wide selection of Coca-Cola posters, novelties, clothing, and furniture. Visit them online today at www.colacorner.com/novelties.html to view their classic collection.

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About Granger Whitelaw

Granger Whitelaw founded the Rocket Racing League along with partner, Peter Diamandis in 2005. See more information at http://www.grangerwhitelaw.com/blog and http://grangerwhitelaw.brandyourself.com View all posts by Granger Whitelaw

11 responses to “Coca Cola’s brand power

  • Marisol Jane

    For those who are not familiar with Coca-Cola,it is a carbonated soft drink sold in stores, restaurants, and vending machines in every country except Cuba and North Korea, according to others its because pepsi is famous in there place compare to coca-cola.Now coca-cola is often referred to simply as Coke.

  • joremi

    I never knew Coca cola will reach to a state like this, I mean their marketing strategy and marketing career really expanded and you know many love coca cola now and they prefer than the other brands. Even in Asia there are many company that is branch of the cola cola company and it is really something for a coca cola to achieve such that kind of many branches.

  • Pitche

    Such a great post. I agree Coca Cola is on of the leading company when it comes to beverages and the like. Yes, it is everywhere. Movies, sports events and all that. The president Pemberton is very talented that can inspire others to become one. Thank you for this post.

  • Neiljun

    This is such a cool story “From there the brand continued to penetrate further around the world. The bottling rights to Coca-Cola were sold in 1899 and in 1915 the Root family submitted a standard size bottle for distribution”, I never thought that the Coca Cola company was not originally made for satisfactory drinking processes.

  • Basilla

    I never thought success of Coca-Cola would reach like this actually “The success of the Coca-Cola brand has made it an icon not just in the world of brand marketing but of American history.”, I mean who would expect, Pepsi is a great and famous brand too and we can’t imagine some brands who can compete with their sales in the economy. I like the strategy of the coke and whenever I imagined their start of the business I also compared it to facebook.

  • Mari

    Thanks for sharing some information specially the history of coca cola, coca cola have been part of the American history. I think I should be thankful to John Pemberton the mastermind for creating the best soft-drinks of the world.Today Coke remains a powerful brand with over a century of history behind it.

  • John Zinc

    This is also true in my place “Its image has transcended national borders and cultural barriers to reach almost everyone on earth. “, I have seen how Coca Cola Overpower other competitors and I can’t really understand how did they do it until now, until I read this article of yours. I mean there is really a difference in their strategy and I know only few people know it. I highly appreciated how you stated the strategy that they used.

  • Marian

    This is not only in America ” The success of the Coca-Cola brand has made it an icon not just in the world of brand marketing but of American history” but also to my country. I thought they would never stand out against their competitor which I won’t mentioned, but the point is they really did well in their plans and their actions. I can’t understand how they did an excellent job but I appreciate how they really compete there competitors.

  • Lesie

    Since Brand Power aims to provide you with rational information about grocery products to help you make a more informed purchase when you’re at the supermarket the Coca Cola Company made the best out of it. The branding power of Coca Cola Company is simply powerful, their consistency over their products makes them the top out of other brand competitors. I really don’t like soft drinks or soda but I actually like their way of making their strategies.

  • Deana

    This Hobbleskirt bottle is very new to me “The Coca-Cola Company liked the bottle so much they thinned it down and has been used ever since and is called a Hobbleskirt Bottle”, I now have observed that the Coca-Cola Company is slowly overpowering their competitors in terms of sales and though I can’t understand how they have done it since the tastes of their products is not too far from their other competitors. Anyway thanks for sharing your thoughts and also your knowledge about Coca-Cola Company.

  • Jane

    Nice post, each information here is new to me. You know it’s quite amazing that some business gets their idea from one of the number one product of the world, the coca cola. WOW! Sounds really amazing, I can’t believe it, well anyways thanks for these information.

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