Coca Cola - Best at Marketing?

Everyone knows the brand of Coca-Cola. Coca-Cola was first introduced in 1886 and is now being sold in over 200 countries. According to Interbrand's best global brand in 2011, Coca-Cola was the most valuable brand in the year of 2011. Coke, short for Coca-Cola, has been at the top of its game with advertising. It has advertise sporting events, sport fields, and numerous effective commercials.  Coca-Cola is a brand and according to the book on page 382, a brand is "a name, symbol, or design that identifies the goods or services  of one seller or group of sellers and distinguishes them from the goods or services of competitiors". Coca-Cola has successfully created a brand with a name, and the logo.

PROS:

• The commercial is very good at advertising that by drinking Coca-Cola it causes a party. The brand gives off a feel good feeling by everyone singing, dancing, laughing. Everyone wants to be an happy environment and Coca-Cola gives the image of a happy environment when you are drinking their products. In the movie, "Coca-Cola: the Real Story Behind the Real Thing", marketing strives to give people memories while drinking Coca-Cola, and this is exactly what the commercial is doing. It is creating the memories of partying with good friends and drinking coke.
• Friendship was clearly portrayed in the ad and shows that a taste of coke can make anyone friends. Anyone can form a friendship over sharing Coca-Cola like the penguin did by sharing a soda with the polar bear. This all relates back to the company wanting to make memories through a soda. 
• Coca-cola also has the sound of the soda opening making it sound appealing. The sound of when the soda first opens gives consumers the picture that it is nice and cold. Everyone loves a nice and cold beverage because it is refreshing and Coca-Cola has done that. It also being a cold setting with the ice makes it also appear that soda is ice cold. 
• At the end of the commercial, there is the saying: GIVE. LIVE. LOVE. COCA-COLA. The saying is a brand name which in the book on page 353, gives the company a step on its competitors by the group of words differentiating from other competitors. 

CONS:

• A con to the commercial could be that there was not much dialogue and could not come off to the consumer as well as song dialogue could. A spoken slogan would be more catching for a consumer than the slogan written on the screen at the end of the commercial.
• Another downfall to the ad is that there was not a lot of repetition. Repetition keeps the product in the consumers head and the consumer the more times they hear something are more likely going to want the product. Repetition is a big factor on whether a company is successful or not by the more repetition the more business they are going to get.