Coca Cola’s products are presented to consumers while the brand is created within the individual’s minds. The focus upon which brands and products are confused with other aspects of the good product is an embodiment of characteristics that the brand stands out in soft drink markets (Estelami, 2009). Products and brands in Coca-Cola go together as consumers buy products with an expectation of having complete and positive brand experiences while contributing towards consumer perception. The attainment of their expectations allows for exploration of alternative products for the brand in relation to trust built between the brand and consumer (Hugh, 2012). Further, another difference between Coca Cola’s product and its brand is that most of the products may face obsolescence after a while. However, brands are developed through consumers’ expectations, experiences, and perceptions. Coca Cola’s products have minimal emotional involvement meaning that the products are easily replaced. For instance, consumers may alter consumption of soda to a packet of milk only because milk is fresh and has the higher fat percentage. Products have a meaningful impact, but a brand’s meaningfulness takes more time to create (Hiebing, Cooper & Wehrenberg, 2011). The Image and Role of Coca Colas Marketing.
Estelami, H., (2009) Marketing Turnarounds: A Guide to Surviving Downturns and Rediscovering Growth. New York: Dog Ear Publishing.
Fabbi, M., (2011) Feeding the Marketing Plan with Innovation and Responsibility. New York: GRIN Verlag.
Hiebing, R., Cooper, S., Wehrenberg, S., (2011) The Successful Marketing Plan: How to Create Dynamic, Results Oriented Marketing. New York: McGraw-Hill Professional.
Hugh, D., (2012) Offensive Marketing. New York: Routledge.
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