Dublin Core
Title
Decoding Coca-Cola
Creator
Robert Ebo Hinson
Description
In 2019, the brand consultancy Interbrand ranked the world’s most important
brands. Based on the perception of the brand across the world, the value that
the brand adds to the company, and the brand’s future plans, Interbrand positioned Coke as the fifth most important brand in the world. Despite declining
sales over the last five years, Coke’s worth was estimated at US$63.4 million, a
figure that outranked Disney, McDonald’s, and Facebook (Khan, 2019). The
salience of Coke is testament to the degree to which Coca-Cola has successfully constructed, cultivated, and sustained its brand for over 135 years. Its
longevity and durability also tell further stories about the complex and multifaceted processes that underpin branding. Identifying these different and often
obscured processes, and examining the nature of their contribution to the Coke
brand, is the aim of this unique collection. As an interdisciplinary collection,
the following chapters not only adopt multiple approaches; they also traverse
time and space.
brands. Based on the perception of the brand across the world, the value that
the brand adds to the company, and the brand’s future plans, Interbrand positioned Coke as the fifth most important brand in the world. Despite declining
sales over the last five years, Coke’s worth was estimated at US$63.4 million, a
figure that outranked Disney, McDonald’s, and Facebook (Khan, 2019). The
salience of Coke is testament to the degree to which Coca-Cola has successfully constructed, cultivated, and sustained its brand for over 135 years. Its
longevity and durability also tell further stories about the complex and multifaceted processes that underpin branding. Identifying these different and often
obscured processes, and examining the nature of their contribution to the Coke
brand, is the aim of this unique collection. As an interdisciplinary collection,
the following chapters not only adopt multiple approaches; they also traverse
time and space.
Publisher
Routledge
Date
2021
Source
https://scholar.google.com/scholar?start=180&q=Robert+Ebo+Hinson&hl=en&as_sdt=0,5
Language
English