HISTORY OF COCA-COLA logo

COCA-COLA: the logo effectImportance of the classic logo for Coca-Cola business

The logo is the biggest brand attraction coca cola has ever maintained.

We have already discussed how coca cola has maintained its identity through its logo throughout.

Lets discuss why coca cola is so much concerned about its logo.Everything is a registered trademark.

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Coca Cola have their message and brand identity, its the same as their logo; timeless and classic.

For over 100 years, Coca Cola have used the same logo.

Creates attachment to the product.

Branding is timeless

Timeless in terms of being non affected by the passage of time or changes in fashionAnd timeless in terms of reaching out to the minds of the customers.

Think of cold drink, COKE Strikes instantly.2

If you asked somebody to describe the Coca Cola logo, youd probably get a response along the lines of its those red swirly letters. And on the other hand, if you asked somebody to describe the Pepsi logo, you would probably get a different version, depending on what it was like when they remember it most.

What effect does the logo really has?3

Classical cola

Talk about colour.

Talk about logo

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Once you see the logo, the bottle, you cannot resist yourself from buying a coke.!6

You dont need a consultancy to tell you that Coke has used the polar bear and Santa mascots for decades. The product is named Classic. Everything about the brand is traditional. Brad Jakeman Pepsis new chief creative officer

In May 2012 Brad Jakeman, was tasked with creating a new global campaign. He spent nine months and over $5 million dollars to figure outCoke is timeless. Pepsi is timely.7

New coke

Thiswas the unofficial popular name for the reformulation ofCoca Colaintroduced in the spring of 1985 byThe Coca Cola companyto replace the original formula of its flagshipsoft drink, Coca-Cola (also calledCoke). New Coke originally had no separate name of its own, but was simply known as "the new taste of Coca-Cola" until 1992 when it was renamedCoca-Cola II.The American public's reaction to the change was negative, and the newcolawas a major marketing failure. The subsequent reintroduction ofCokes original formula, re-branded as "Coca-Cola Classic", resulted in a significant gain in sales.

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Talk about: No use of Coca Cola brand name This is why the marketing failed.

Its actually not the taste of the coke, its the strong brand association. Whats the reason behind this strong brand association?

Comparison between both cans.9

Its In the Brain

In blind taste tests, people consistently prefer Pepsi over Coke. Yet when both beverages that are labelled, Coke wins every time. Researchers have coined this phenomenon the Pepsi Paradox, and for a long time could only guess that Coca-Colas marketing was responsible for the preference.In 2004, Read Montague, a researcher at Baylor College of Medicine, did a study that showed just how ingrained the Coca-Cola brand has become to the millions of people who prefer it.

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Montague performed MRI scans on volunteers while they drank both Pepsi and Coke. Sure enough, when people drank samples of both Pepsi and Coke, without being told which was which, they preferred Pepsi. The MRI scans showed that the Pepsi caused greater activity in the ventral putamen, the part of the brain that registers pleasure.But once the volunteers were told which beverage they were tasting, they immediately switched their answers and stated that they preferred Coke. During that taste test, the medial prefrontal cortex of the brain lit up on the MRI. That part of the brain is associated with memories and self-identification. The higher-functioning prefrontal cortex actually over-rode the more visceral part of the brain that acknowledges pleasurebranding beat out actual taste

Logo Longevity Leads to Brand Domination

Consistency in logo.

So if people actually prefer the taste of Pepsi over that of Coke, why do our brains change our minds once we know were drinking Coke?

Because of the appeal made by the company through it logo.

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We associate Coca-Cola with strong memories and identify the brand in positive ways.

Classic logoClassic bottle containerOpen Happiness

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Longevity Doesnt Hinder CreativityCoca-Colas basic logo hasnt changed, but that doesnt mean that the company is stuck with design from the 19th century. Coke has incorporated the Coca-Cola script into countless other logos in order to refresh its brand.

The Longevity LessonSticking to one logo doesnt mean that your brand will feel stale and old. Instead, it helps maintain that brand throughout the years and multiple advertising campaigns. People like the comforting feelings that tradition holds. Theyre able to create stories around a brand when it looks consistently familiar.

Sales effectshare a coke campaignThe "Share a Coke" campaign was first launched in Australia in 2011, with the local executives and the ad agency Ogilvy coming up with the idea. In the years since, the campaign has spread to more than 70 countries, including a U.S. launch this summer.Sales volumes were up 0.4 percent for 12 weeks through August in 2014, compared to the same period last year, and that sales dollars were up by 2.5 percent overallall after more than 10 years of steady declines.Coca-Cola is increasing its advertising budget by $1 billion in the next three years; its budget was $3.3 billion in 2013.

Why did this campaign actually work?

Sales dollars: dividing the company's total fixed expenses by the contribution margin ratio. The ratio can be calculated using company totals or per unit amounts.

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At the end of the day, our name is the most personal thing we have. It's our fingerprintour identityin one word,said Lucie Austin.

We gave consumers an opportunity to express themselves through a bottle of Coke, and to share the experience with someone else. The fact that your name is on a Coke bottle, it can't get more personal than that! The campaign capitalized on the global trend of self-expression and sharing, but in an emotional way.

Who would want their name on a brand unless it was as iconic as Coke? 'Share a Coke' found the sweet spot by making consumers famous through the most iconic brand in the world.

original brand executive in Australia to launch the campaign

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Presented by: Mrinal Gautam, IMBA (8th Sem.)Central University of Jharkhand