marketing traces the history of coca-cola’s original medicinal tonic of the 19th century, through to the launch of its first-ever variant nearly a 100 years later, and beyond, to the present day. coca-cola is invented by colonel john pemberton, who has been injured in the amercian civil war and developed an addiction to morphine. eventually, coca-cola becomes widely available, sold as a medicine at soda fountains across the us, with pemberton claiming it could cure ailments including impotence, headaches and dyspepsia. coca-cola creates its first brand extension after nearly a century of existence. diet coke is born – a sugar-free version of its flagship product, launching in the us in august, and created using sweeteners aspartame and saccharin. coke causes controversy in 1985 and beyond when it changes the formula of its core coca-cola product and rebadges it “new! coke”, referring to the product as the “new taste of coca-cola”.
despite pre-launch research that finds americans prefer the taste of new coke over original coke, the public reaction is overwhelmingly negative. coca-cola cherry, commonly referred to as “cherry coke”, is also unveiled in 1985, firstly in the us. coca-cola vanilla is launched in the us and uk, among other markets, before being discontinued in 2005. however, it is brought back by popular demand in 2007, and renamed vanilla coke. diet coke plus is unleashed on the public – a diet coke formulation laden with vitamins and minerals. meanwhile, coca-cola orange goes on sale in the uk and gibraltar for a limited time. since 2009, it has been available in the us at coca-cola freestyle fountain outlets. it is a low-calorie cola, sweetened with a blend of sugar and stevia, which contains a third less sugar and a third fewer calories than red coke.
focus is critical as companies weigh growth strategies such as line and brand extensions. a line extension is when a new product is created in the same product line of an existing brand. they enable the brand to meet the changing wants and needs of its customers. companies should adapt to the ever-evolving customer demands of its categories. attempting to extend your brand can fail. then it decided to add meatloaf, turkey, bbq ribs and more to the menu. it makes sense, especially compared to coming up with a new brand name. as with line extensions, the attractiveness of leveraging an existing brand rather than introducing an entirely new brand is almost irresistible. a brand extension can be used to block the competition. or it can damage the original brand by undermining the position it owns in the minds of its prospects and customers.
crest was successful leveraging its brand to the mouthwash category. we think, “if it’s not brown, it’s not going to taste like a cola.” when honda decided to build an upscale car, it came up with a new brand, acura. it was a success. the reason? it attached its volkswagen name to it, volkswagen phaeton. here’s the basic rule: the closer the extension is aligned with the idea you own in the minds of your prospects and customers, the more likely you will have success. the brand or line extension has to line up with the perceptions already in the mind, not go against them. so levi strauss decided to launch a second brand, dockers, and everybody is wearing them. a specialist can focus on one idea and own it in the minds of its prospects and customers. brand extension can have the opposite impact.
1982. coca-cola creates its first brand extension after nearly a century of existence. diet coke is coca-cola line extended its brand by introducing diet coke. in 2010, diet coke became the brand extension diet coke – coca cola zero: introduced in 2005 within the low calories segment and its, coca cola brand extension failure, coca cola brand extension failure, pepsi brand extension, lay’s brand extension, brand extension examples. marketing an entirely new category of products is called brand extension. (a good example of this would be coca cola introducing a soda on the market with a different flavor, cherry coke, or with less calories, zero).
coca-cola creates its first brand extension after nearly a century of existence. diet coke is born – a sugar coke life is a “mid calorie” option of coca cola intended to target the health conscious consumer as crazy as it may seem now, launching diet-coke as a brand extension was a huge risk for coca-cola. coca-cola, coca-cola multi brands, coca-cola products, oreo brand extension, coca-cola clothing line, brand extension strategy, apple brand extension, product line of coca-cola, what would be the arguments for and against extending the coke brand to a new cola drink
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