The Transmutation Of Coca - Cola Brand Culture

Nowadays, products permeated with homogenized, consumers are no longer satisfied with the demand of material consumption, they are actually more inclined to pursue the satisfaction of psychological and spiritual identity. Coca-Cola’s practice tell us how to make an over hundred years old company stand out through the fierce competition and always ranked dominance. The core competitiveness of enterprises is the brand culture and it’s steady change with the times. During the process of shaping the Coca-Cola’s brand culture, the company injection with the times demand of cultural philosophy to create the unique brand culture. And this not only can make the enterprise take advantage in the fierce market competition, but also can make spiritual and emotional communication with generations of consumers.The main structure of this paper makes reference to the “Research on Brand Culture Strategy” with Dr. Zhu Li and his brand culture constitution model. This paper respectively from the brand of material culture, spiritual culture, behavior culture three aspects to analyzes the change of the Coca-Cola’s hundred years’ brand culture, and give advice to Chinese soft drink companies about how to build brand culture and maintain the brand development.