1 - BRAND BOOK [2018 August]

What is a Brand?
5
It’s a logo, right?
Well, that’s part of it. But a logo is actually a very small component of what gives a
brand its lasting character, communicates the “brand promise” and ultimately
sells the brand to consumers. What it does do is help to build sustainability and
longevity by creating “fans” who will sell your product for you.
Coca-Cola
Coca-Cola’s history began in 1886 when Atlanta pharmacist Dr. John S.
Pemberton’s curiosity led him to produce a distinctive tasting soft drink that could
be sold at soda fountains. He created a flavored syrup that included cocaine and
took it to his neighbourhood pharmacy, where it was mixed with carbonated water
and deemed “excellent” by those who sampled it. Dr. Pemberton’s partner and
bookkeeper, Frank M. Robinson, is credited with naming the beverage “Coca-Cola”
as well as with designing the trademarked, distinct script, still used today. So, the
drink initially gained a loyal following through the inclusion of cocaine in the
original recipe. But long after it was removed, Coca-Cola has maintained its status
as the world’s top selling beverage.
Centennial College Brand Guide
What did Coca-Cola do right?
A logo that never changed
Reliable quality and taste – The only gaffe in Coca-Cola’s history is a failed
recipe change in the ’80s, which consumers hated, and an unofficial name
change to “New Coke”. A decrease in sales led to the rebirth of the original
version, labelled “Coca-Cola Classic”. When “New Coke” was discontinued
“Coca-Cola Classic” reverted to the name “Coca-Cola” like nothing had ever
happened.
Since the 1970s, Coke has become aligned with fun, friends and good times.
Its slogans have included:
▸ I’d like to buy the world a Coke
▸ Have a Coke and a smile
▸ Can’t beat the feeling
▸ Open happiness
Still think that a logo is the brand?
Target, a huge retailer in the U.S.”, failed
in Canada despite an identical logo and
tremendous brand recognition when it
couldn’t meet the brand promise for
Canadian consumers who expected an
American Target experience.