brand-identity-guidelines-coca-cola-zero-1

Strategic Overview 1.03Why Do We Need Identity and Design Standards?The Coca-Cola Zero Brand Identity is an inextricable part ofthe Brand’s equity and profoundly impacts how consumersexperience it. All executions that utilize Coca-Cola Zero arepart of the Brand Identity, as they are what consumers seeand associate with Coca-Cola Zero.System-wide Identity and Design Standards are a longstandingpart of our heritage and essential to building strong globalBrands. They empower markets to build from universal rulesand conventions so that the Brand Identity is experiencedconsistently worldwide on a daily basis and protectedacross every touchpoint.The Identity and Design Standards Better Position the Company to:1. Maintain Authenticity and Build EquityBoth are crucial to reinforcing and increasing the relevance of theBrand to our consumers. The better we represent the Brand, thebetter we can increase mindshare and protect the Brand Identityfrom dilution.2. Leverage the Scale of our System Across All MarketsWe have an exceptional System in place around the globe; Identityand Design Standards provide equally exceptional and efficientmeans to leverage it for greater consistency and speed to market.3. Provide More Consistency and Quality Across the SystemThe higher our System-wide consistency and efficiencies, thestronger the connection that consumers draw from all they see andhear, creating more inherent value in the Coca-Cola Zero Brand tobenefit the entire System.4. Facilitate Increased System-wide ProductivityConsistencies achieved through System-wide Standards allowfor longer-lasting materials and potential reuse, thus saving timeand money.Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009