코카콜라 브렌드에 나타난 커뮤니케이션 전략

Abstract

In the 21st century characterized by information and globalization, roles of brands have greater importance. A brand is necessary for the differentiation from competitive products, the expression of confidence, and the original meaning in communication with consumers. Now the world market is experiencing brand wars out of product competition. With BI of 2M, BI of Coca Cola is a typical example where BI makes CI. According to brand value survey by Interbrand in June 1999, Coca Cola took the first position with 83.8 billion for brand value. However, the survey result did not include any korean brands in Top 60 brands. It presented a problem that domestic companies had no brand power. At the present time, Korean companies are in want of systematic development for brand power and value. It is due to increasing competition between companies, difficult differentiation, decreasing consumers` love for brand, tastes for short-term outcome, etc. Thus this study is going to examine brand communication strategies of Coca Cola that has followed after the same flavor for over 100 years but achieved success as a world-wide brand without innovation of products. Also it is going to draw up a plan to change brand strategies of our companies through integrative approach analysis of brand management on the basis of the above result. Coca Cola is not only a simple soft drink, but it is the symbol and image of the U.S. culture. Coca Cola is an international drink. Produced in 195 countries which are more than UN membership countries, it makes up 45% of international soft drink market. In other words, it is beverage representative of U.S. and also multinational beverage. Under the enormous success, there are peculiar communication strategies of Coca Cola. Firstly, they provided the U.S. Army of everywhere with Coca Cola at a lower price during the Second World War. Thus they could get an opportunity to extend brand awareness of Coca Cola to not only the U.S. Army but also citizens of corresponding area explosively. Secondly, they implanted the image of Coca Cola that is `the drink with victory and impression` with sports marketing where they sponsored various international tournaments such as Olympics, World Cups, etc. Thirdly, they adopted management strategy of glocalization(globalization+localization) out of one-sided globalization. On the basis of the concept of consumers` democracy, they tried local management suitable for characteristics, culture, emotions, and market status of each country. Fourthly, they showed creative advertising campaign with the international concept successively and systematically. They have followed the basic principle where they decide the concept of advertising campaign on the basis of thorough investigation of the market, and then develop the advertisement. Synthesizing and analyzing the above results of study, we bring to a conclusion that they used `Best of Best` strategies for effective brand communication where they do their best to make business with the best profit the best business in the world. Excluding beverage business, Pepsi Co. Inc. under the substituter relationship with Coca Cola determined to separate all parts of business such as Pizza Hut, KFC, etc. into an independent corporation, and sell them off some time ago. The policy of specialization of industry ranging over the world give our companies a lot of suggestions. In the globalized world above the space, management of conglomerates is no longer competitive. The secret of enormous success of Coca Cola over 100 years is in specialization of major business.