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Coca-Cola: Historisk inblick i varumärkets uppbyggnad
Jönköping University, Jönköping International Business School.
Jönköping University, Jönköping International Business School.
Jönköping University, Jönköping International Business School.
2005 (Swedish)Student thesis
Abstract [en]

Coca-Cola Company is the biggest soft drink producer in the world and there are many contributing factors to this success. The competition on today’s market is tough and a successful company must be able to stand out from the rest. In the case of Coca-Cola, the people behind the success realized, on an early stage, the importance of a strong identity. To combine this with good marketing, good product development, an unbeatable formula and low costs have helped Coca-Cola to defend and expand its lead over its competitors. However, this is only a small part of the reason to their position today as a world leading company. We have conducted literature studies of Coca-Cola’s history analogously with studies of useful theories within marketing and strategy. By doing this we have gotten a good foundation for an analysis of the company and its trademarks historical build up and their way to becoming the most known trademark in the universe. It is hard to be a market leader and we think that many successful companies have benefited from Coca-Cola’s strategies. All companies should have a good product in a continuous development and at the same time look out for competition. To choose the right strategy from the beginning is hard. In order to find Coca-Colas strategy we have tried to find out what the company stands for and goals they want to achieve.

To understand how trademarks can contribute to make value for the customer is a key factor to a successful trademark build up. During the development of a successful product a unique package, color combination and logotype are of major importance. Coca-Cola has all these features. These factors make it possible to use copyright which Coca-Cola has done. Coca-Cola’s enormous success has set a standard. In today’s big range of Cola products there are many copies of the original with similar taste and packages.

Consumers’ knowledge about the identity of the trademark can in large extent affect the customers’ preferences. A trademarks image has a significant meaning because it helps to create a value for the product and also gives a new way of looking at the trademark as a source of competition.

Place, publisher, year, edition, pages
2005.
Keywords [en]
Economics
Keywords [sv]
coca-cola
Identifiers
URN: urn:nbn:se:hj:diva-1539OAI: oai:DiVA.org:hj-1539DiVA, id: diva2:24464
Presentation
2005-06-21, 15:00 (English)
Uppsok

Supervisors
Available from: 2009-08-12 Created: 2009-08-12Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf