Coca-Cola's Corporate Culture

In the survey of the most valuable brands in the world, Coca-Cola has been the dominant brand for many years in a row. Let me analyze the corporate culture of Coca-Cola. Coca-cola's corporate culture: brand culture

Coca-cola is a brand giant, although it has been young for more than 1 years. It's a treasure trove of brands, which has accumulated rich cultural deposits in the course of its development for more than a hundred years.

When it comes to the corporate culture of Coca-Cola, we have to talk about the brand culture of Coca-Cola. It is through its brand culture that we are familiar with and follow this brand. Until today, Coca-Cola is still the first choice in our hearts.

its taste is unique and others can't imitate it, which is the characteristic of the product. On the other hand, it is not only a drink, but also represents a culture. This is its connotation. Culture itself can be felt, but it is also an emotional thing. Many brands seem to advocate a certain culture, but they can't say what kind of emotion the purpose is to cultivate consumers. In the end, this brand culture must be unsuccessful. Coca-Cola's Corporate Culture: Brand Building

Coca-Cola said? There is no feeling like going home? . In fact, can we also generalize it from here? There is no brand building method comparable to building good feelings with the target group? And?

First of all, Coca-Cola's brand is the establishment and realization of its corporate image goal, and it is its basic strategy to become the most valuable brand in the world.

Secondly, we are no strangers to the brand of Coca-Cola. We can say that we are familiar with some advertisements and can even recite some of them. Coca-Cola's advertisements have existed widely in our lives for a long time. From this, we can see Coca-Cola's ingenious and generous marketing strategy. Its consistent advertising promotion, emphasis on packaging and visual image, the company's huge investment in advertising fees and successful image building in the hearts of consumers around the world are the basis for continuous progress.

third, brand, first of all, must have the guarantee of product quality. The quality of Coca Cola is the same all over the world. The Coca-Cola that the President of the United States drinks is exactly the same as the Coca-Cola that ordinary people drink. It will not be better because he is the president, nor will it be worse because you are the ordinary people. Without quality, without quality, there is no credibility, and there is no brand.

finally, building a brand is actually creating a unique personality. The owner of the Coca-Cola brand has always believed that: The reason for our success is that we create a friendly atmosphere, and consumers actually want to be integrated with Coca-Cola. ? Coca-Cola's Corporate Culture: Brand Strategy

In a survey, Coca-Cola Company accounted for four of the five most popular beverage brands in China. This shows the public's loyalty to Coca-Cola. It is not unrelated to its main brand strategy. Taking China market as an example, generally speaking, Coca-Cola's brand development strategy in China can be divided into four points:

First, strategic planning supports emotional communication: localization? THINK LOCAL，ACT LOCAL? . Localization itself is based on the idea of being closer to local customs.

second, product development and emotional communication: eye-catching series of products. This is not only thinking about the development of international brands in China, but also making consumers aware of the affinity of Coca-Cola early.

Third, product breakthrough caters to emotional communication: the marketing and promotion of green tea flavor of Nestle tea. In the concept that there is no green tea in western-style tea, Coca-Cola broke this rule.

fourthly, strong donation promotes emotional communication: Coca-Cola hopes the school, and this sense of social responsibility promotes people's support for the weak.

I have to say that the brand is an emotion. If we can use it? Heart? To communicate with consumers, we can start from the love, affection, friendship, passion, warmth, parting, gathering, waiting, expectation, teachers and students, customs and so on, and even use some common, popular and simple words to express it, so we will add notes to the products? Heart? Emotions.

We can find the development process of Coca-Cola Company in China, which is actually a process of emotional communication with domestic consumers. In the process of brand communication, Coca-Cola always revolves around the basic routine of brand building, and strictly abides by rational? Emotion? In the basic process, constantly and constructively put forward some ordinary and popular but more and more deeply rooted in people's hearts? Emotional driving symbol? . For example:? Want to be cool by yourself? Express your passion for life. Take me home during the Spring Festival? Expressed family happiness, There is no feeling like going home? The expression of family calls and so on. Coca-cola's corporate culture: marketing strategy

For an enterprise, brand is important, but adopting good marketing strategy is also the key to success. China's bid for the Olympic Games was successful. Samaranch announced: China! ? The machines in the Coca-Cola factory immediately started to produce Olympic coke cans at full capacity and distributed goods to supermarkets all night. The next day, when people walked into the shopping mall, they saw the golden jar commemorating the Olympic Games: Coca-Cola cheered with you and witnessed the success of China's Olympic bid. In two or three days, this kind of packaged coke was robbed. The culture contained in the brand is not just an advertisement, but closely linked with what the local people are eager for and concerned about. For an enterprise, it is far from enough to have a loud brand to make products, but also to have a wide market share. Coca-Cola Company attaches great importance to the market. Without market share, there is no brand awareness.

Coca-Cola Company pursues three interlocking marketing strategies. That is, the threesome strategy stands for three English letters p. Pervasiveness is everywhere, Preferece is the first choice in my heart, and it is worth the price.

1. Products are everywhere. Whenever you want to have a drink, there will be Coca-Cola to quench your thirst.

2. When you want a drink, the first thing you think of is the Coca-Cola brand.

3. When you pay this price, even though our price may be a little more expensive than other brands, you think it's worth it.