Study On Composition And Changement Of Brand Elements Of Coca-Cola

Brand is known to be the market pass and the key to win the competition for enterprise. However, both of the enterprise and scholars have dispute on brand development. For example, which elements should be included for a successful brand; whether they should change according to the market needs or just remain unchanged.All of these questions puzzle one brand's construction and the development in long run. And there are not identical viewpoint and theory to guide the brand development. As we all know, Coca-Cola is one of the most successful global brands. Although there were research of brand of Coca-Cola long time before, most of them focused on the marketing strategy, where lacked of the comprehensive research on the composition and evolution of brand elements. Therefore, this paper, which dedicated to study the composition and evolution of brand elements, has an important significance both in theory and reality.Questionnaire and historical data analysis is the mainly research methods in this article, where the latter plays an important role. With open questionnaire survey, this paper set the brands elements according to elements'mentioned rate from high to low. On that base, in order to analyze the brand elements evolution of Coca-Cola, this paper collecting great deal of documents on the library and Internet: Firstly, I have referred to the related books and newspapers in Zhejiang Library, consisting of Guangming Daily (1980-2000), Xinmin Evening News (1980-2000), Economic Daily (1985-2000)and so on; Secondly, I have collected and organized the related materials on the Internet, mainly including the Coca-Cola company's site and the other information and articles on the related sites and forums; Finally, I have read and compared the related books and papers about Coca Cola brands.According the above methods, this paper put forward the following research results:Firstly, on the base of literature review, this paper builds the general brand elements model, including three categories (product and efficacy factor, symbol and identification factor, culture and character factor). These elements express the process of brand development, from product to concepts, from the establishment to maturity.Secondly, this paper proved the rationality of the brand elements model according to the questionnaire of Coca-Cola, and found out the brand elements of Coca-Cola. When it comes to the Coca-Cola, customers will remember the brown sodas with the special taste; symbol and identification factor mainly refer to the brand name"Coca-Cola", special and white font , red packaging, distinct bottle style; culture and character factor mainly refer to activeness, youth and happiness.Thirdly, this paper finds the evolution situation of Coca-Cola's brand elements: when the product and efficacy factor get matured, it will remain stable and become the basic element of brand; symbol and identification factor's core elements didn't change, with the change of sequence; the culture and character factor changed with the era characteristics and expressed the consistent spirit and connotation.Finally, this paper proposes the core brand elements of Coca-Cola according the analysis of its history, which mainly consists product and efficacy—brown sodas and ice cool taste, symbol and identification—"Coca-Cola", special, white font red packaging, distinct bottle style, culture and character—activeness, youth,happiness and classics.According to summarize the composition and evolution of brand elements of Coca-Cola, this paper can inspire and guide the development of other brand development. Brand elements consists core and the non-core ones. Therefore, it is important to identify them and keep the core elements relatively stable and the non-core elements changing along with the times, promoting the enterprises to develop sustainable.