Coca-Cola Advertising

According to Strauss and Kinard (2008:1), "5 years ago titles like 'Chief Brand Officer' (CBO) or 'SVP of Brand Strategy' didn't exist. Today, they're highly coveted, global roles that pilot an organization's most important asset." One of the world's strongest brands is Coca Cola. Strategically, Coca Cola has changed its branding strategy in order to embrace a more holistic marketing orientation. This is specifically because of increased competition that is a threat to the company, as well as the opportunities offered it from emerging lucrative markets like China. This analysis will compare Coca Cola's former branding strategy - which was highly patriotic and American-based - with its current marketing strategy that is holistic and seeks to brand Coca Cola by associating it with foreign cultures.

The switch in marketing strategy at Coca Cola is not only a reflection of increased global competition and emerging and lucrative markets. It is also a direct reflection of macroeconomic and demographic factors. In the U.S., macro-environmental and demographic factors have traditionally shaped C

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