Brand Positioning, Extensions, Story, and Brand Equity of Coca-Cola

Coca-Cola Organization
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Coca-Cola Organization
Brand Positioning
Conventionally, brand positioning describes an organization's target market, incorporating a holistic picture of how potential clients perceive the brand (Ammari & Jaziri, 2016). Coca-Cola organization position its products as refreshing and thirst-quenching. The soft drinks manufactured by the Company are stated to bring joy to its potential clients. The drinks and other Coca-Cola products are linked to having a good time with family members and friends while enjoying their lives (Cao & Yan, 2017). The products are also advertised consistently and recognized as premium than Pepsi. Coca-Cola Company produces high-quality soft drinks which have sounding effects in the minds of the consumers. On the other side, the Coca-Cola Company has extensive choices of refreshments. Every Coca-Cola brand offers a positive experience for clients. Furthermore, the brand also promotes happiness and positively impacts clients' lives.
The Extension
Brand extension is understood as placing a well-known product's name on a new item for consumption that is found in the same category. As one of the famous brands, Coca-Cola has engaged in brand extension (Joshi & Yadaf, 2019). For example, it launched the Coca-Cola life product, identical to Coke, in 2014. On the other hand, in 1982, the Coca-Cola firm introduced Diet Coke to enable diabetic individuals to enjoy themselves. Currently, diet Coke is found in ceremonies and meetings.
Brand Story
The Coca-Cola Organization started in 1886 when John Pemberton, a pharmacist, came up with an idea to experiment with a refreshing and sellable soft drink. He later came up with Coca-Cola soft drinks with different brands such as Coke and Fanta. It became famous when individuals commended it to their friends and family members. Notably, as the innovator, John Pemberton experienced difficulties attaining success since he did not have any suitable marketing or advertising plan (Joshi & Yadaf, 2019). Fortunately, his bookkeeper, Frank Robinson, became resourceful b...