UGBA 10 Lecture Notes - Lecture 31: Blind Taste Test, New Coke, Coconut Water
23 May 2018
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Coca Cola April 25
I. Coca Cola portfolio
• I’d like to teah the orld to sig sog 97: akoledges suess of Coke
campaign; appeal of ad campaign was turned into something in pop culture
• Aeria the Beautiful Coke “uper Bol oerial
o Critiized for iligual Aeria ad; people sa it is sipl u-American to have
people sing the song in a language other than English (Coke stood by their
message despite criticism)
o Started a conversation about inclusiveness in America
II. Brands as intangible assets- there are many ways to assess their value
• Intangible = brand and goodwill; hard to figure out what a brand is worth
• Brand value: useful when viewed relative to other brands and evaluating changes in a
brad’s value over tie
• Coca Cola brand is much bigger than Coca Cola sodas. They have a diversity of products:
o Coke, Sprite, Monster, Powerade, Vitamin water, Dasani
• The Coca Cola business is in the ____ business. They could be in the cold, refreshing
beverage (non-alcoholic) business. They have a large portfolio
III. Past missteps- 1985
• Brands bring meaning to people. Even hugely successful companies make mistakes. This
is a benefit to a strong brand because its brand equity decays slowly, and helps a
business withstand and recover from its mistakes
• Ne Coke: does’t eist aore; Coke oduted a e lid taste test agaist Pepsi
and Pepsi was superior 1.5 of the times
o Chaged the forula to gie the people a etter forulated etur-old Coke
drink
o People said that it was un-American to reformulate Coke because people were
used to the taste already
• The company lives in the hearts and minds of the customers and the company cannot
otrol people’s ipressios
o The perception is the reality, and Coke consumers resisted
o Coke Classi is the origial reipe of Coke that as released after Ne! Coke
IV. Top 10 global brands- Interbrand Rankings
• Coke is the stable #1 brand from 2000-2013; car brands and other brands change
ranking all the time
• For the first time in 2012, Coke is’t # aore. Its gloal rad alue goes do to #
• From nowhere, Apple is #1 and Google is #2
• What happeed? Cultural shifts do’t happe oeright; the uild slol. A sip of
coconut water here, a quinoa purchase there, and suddenly the American diet looks
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