The challenge of a global brand in unstable times: How to preserve the essence of Coca-Cola empathizing with the consumer’s context in Latin America

Coca-Cola, a drinks brand, localized its communications in South Latin America while continuing to reinforce the "international power" of the brand.

Abstract

Let us lay the cards on the table and speak about some uncomfortable truths regarding multinational companies:

  1. Even though we operate in local contexts, we act according to brand positioning and global platforms. It is in local contexts that w

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