Mega Brands Are Escaping

Topics: Coca-Cola, The Coca-Cola Company, Brand Pages: 7 (2326 words) Published: April 27, 2013

I. Table of Content

1. Introduction
3. Conclusion

II. References

1. Introduction
Brands is the name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. A concept brand is a brand that is associated with an abstract concept, like breast cancer awareness rather than a specific product, service, or business. A modern example of a brand is Coca Cola which belongs to the Coca-Cola Company. A brand is the most valuable fixed asset of a Corporation. Branding is the process of creating and disseminating the brand name. Branding can be applied to the entire corporate identity as well as to individual product and service names. Brands are also expressed in the form of logos, graphic representations of the brand. In computers, a recent example of widespread brand application was the "Intel Inside" label provided to manufacturers that use Intel's microchips. Brand is an accumulation of emotional and functional associations. Brand is a promise that the product will perform as per customer’s expectations. It shapes customer’s expectations about the product. Brands usually have a trademark which protects them from use by others. A brand gives particular information about the organization, good or service, differentiating it from others in marketplace. Brand carries an assurance about the characteristics that make the product or service unique. A strong brand is a means of making people aware of what the company represents and what are its offerings. When working on branding, or building a brand, companies that are using web pages and search engine optimization have a few details to work out before being able to build a successful brand. Coordinating domain names and brand names are an important part of finding and keeping visitors and clients, as well as branding a new company. Coordination of a domain name and brand names lends identification to the idea or image of a specific product or service, which in turn lets visitors easily discovery the new brand.

2. Why Mega brands are escaping from their own brand?

Nowadays, mega brands trying to escape their own brands to advertising and selling their product to earn profit. Brands have thus achieved the status of 'brand culture'. Yet this status is achieved only when the respective brand is so strong in the eyes of the consumers that it becomes equivalent to the function it represents. Consumers are thus inactive component of the enterprising culture of the brand. The Coca-Cola Company is one of the biggest and most popular companies in the world. Founded in 1886, the company soon stopped selling soda and started offering lifestyles. The brand Coca Cola itself has various different branches, including Coca Cola Classic, Diet Coke, Vanilla Coke, Cherry Coke and Coke Zero, each of them addressing different costumers and tastes. The Coca Cola Company and its brands are no longer a bare economic entity, they are a myth. When analyzing the Coca Cola, corporate branding is one keywords when taking a closer look at the company's commercials. As we already know that Logo is the identities that are fundamental to building a brand and communicating with the target audience. Many well-known corporate brand changes their logo to archive the perfect identification because identity’s creation is not an occasional activity, but a permanent one. We live in an era where image is nearly everything, where the proliferation of brand-name culture has created, to take one hyperbolic example from Naomi Klein's No Logo, "walking, talking, life-sized Tommy [Hilfiger] dolls, mummified in fully branded Tommy worlds. Brand identities are even flourishing online, she notes--and for some retailers, perhaps best of all online: "Liberated from the real-world burdens of stores and product...
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