Coca-Cola: brand profile

Can there be anyone reading this who doesn't know what Coca-Cola is? Coca-Cola is the world's most famous, most valuable brand. But the product has seen sales growth stall since the close of the 1990s, as worldwide consumers develop a taste for other beverages. Coke initiated a painful restructuring, and then launched its biggest-ever marketing campaign in 2001, with a new emphasis on local markets instead of global conformity. Think Local, Act Local was the new strategy; but that too was slow to deliver results. Since then the group has struggled to find new ways of lifting sales of its core product. Also see the Adbrands profile of The Coca-Cola Company.

Click here to access the Adbrands profile (subscribers only); or subscribe to Adbrands.net here. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

Advertising: Which agencies handle advertising for Coca-Cola? The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here for subscription information.

Competitors: Coca-Cola's main global competitor is Pepsi. See Non Alcoholic Beverages Sector index for other companies and brands

The Adbrands Company Profile of Coca-Cola summarises the brand's history and current market position.

Coca-Cola	Vanilla Coke
Diet Coke	Coca-Cola Zero

The Coca-Cola Company

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