Brand Marketing

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Brand 1: Coca-Cola

Coca-Cola overview

“In 1886, John Pemberton, an Atlanta pharmacist, was inspired by simple curiosity when he discovered ‘Coca-Cola’. One afternoon, he stirred up a fragrant, caramel-colored liquid and, when it was done, he carried it a few doors down to Jacob’s pharmacy. The mixture was combined with carbonated water and sampled by customers who all agreed that the drink was something special. So Jacob’s Pharmacy put it on sale for five cents a glass. Pemberton’s bookkeeper, Frank Robinson, named the mixture Coca-Cola, and wrote it out in his distinct script. To this day, Coca-Cola is written the same way. In the first year, Pemberton sold just 9 glasses of Coca-Cola a day. A century later, the Coca-Cola Company has produced more than 10 billion gallons of syrup. Unfortunately for Pemberton he died 1888 without realizing the success of the beverage her created. Over the course of three years 1888 – 1891, Atlanta businessman Asa Griggs Candler secured rights to the business for a total of about $2,300. Candler would become the Company’s first president, and the first to bring real vision to the business.” (Coca-Cola History: Coca-Cola Heritage Timeline)

Logo: The Coca-Cola logo is one of the most recognized logo design and brand in the world. The logo is the product name written in fancy script. The logo is affixed to each product and appears on the screen throughout the commercial and at the beginning and at the end of the commercial. The color palette of the Coca-Cola logo is red and white.

Typeface: the typeface used in Coca Cola’s logo is “Spencerian script, and was developed in the mid 19th century and was the dominant form of formal handwriting in the United State during that period. The red and white colored scheme in the Coca-Cola logo was kept simple and distinctive to lure young minds. Even the bottle symbolizes the ‘youthful exuberance of America’.” (Coca-Cola Logo)

Taglines:
Some of the taglines used in some of...
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