From local to global branding: A Coca-Cola case study

This article looks at how Coca-Cola sought to unify the global positioning of its Powerade energy-drink brand, which had a number of different positionings around the world that did not integrate well with its association with high-profile global events such as the Olympics.

From local to global branding: A Coca-Cola case study

Eric Hogue,Neil MathisMillward BrownAnne McAllesterThe Coca-Cola Company

Background: The nature of global brands

Hundreds of brands around the world could be described as "global," and hundreds more aspire to the same status. But unfortunately for those aspiring global players, there is no one prescriptive formula for success on the world stage. The requirements vary according to a myriad of factors, most of which ultimately boil down to the nature of an individual brand or product category and the way that brand is perceived in new markets compared...

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