The brand according to several articles is the reputation, the impression and the ideas that people have towards something or someone. Branding is therefore the art of enhancing and changing the latter. Advertising on the other hand is the availability of technique to those attempting branding. There has been rare creation of an aura with the use of advertising by talented brands such as coca-cola. They create brands using stores, products, user experiences and services. Many people therefore consider advertising to be a blunt instrument. For advertisement to take place there must be a brand. Branding effects consumers and advertising in so many ways and there are many reasons as to why the effects take place as this paper is about to elaborate.
The power of brand, by Joshua Johnson
According to the power of brand, an article written by Joshua Johnson on Pepsi versus coke, branding has caused the entire rivalry between the two companies. Both companies have a cola brand but the different branding affects advertisement and consumers. Consumers tend to go for the coke brand and advertising of Pepsi continues to face more challenges as a result. The consumer has the freedom of taking both brands but after some time they tend to be more loyal to the best-branded brand. I think the design and taste of coca cola has more to do with its win and success.
An article posted on the coca-cola website talks of the logo label. The Gap logo has affected advertising in a positive way in that many consumers recognize the logo therefore the urge of association. Pepsi equally has a coke brand but its branding does not fully attract the consumers. Advertising Pepsi becomes difficult in that Coca-Cola uses a lot of money for commercials, which Pepsi cannot afford due to the lesser consumption from all over the world. Branding in this case affects both advertising and consumer because the more the popularity the more the consumption. Advertising coca-cola is easier according to me because all the products from Coca-Cola has the same logo as a trademark and available globally. The variety of shapes makes it easier to have more commercials and themes since consumers depending on gender have a brand to best associate with unlike Pepsi.
“Coca cola international branding by business and economy”
Moving on to another article posted in business and economy dabbed coca cola is international branding, branding is the determining factor when it comes to strengthening the position of the market in any given corporation including Coca-Cola. Coke as a product that Coca-Cola renders takes to the market represents all the services that the company renders to its consumers. It is here that I think coca-cola uses the simple logotype consisting of the name of the company to effect advertisement and capture the eyes of many consumers because it is the same from whatever the geographical region. In the field of advertising, coca-cola has been in a position to maintain exuberant apart from the few modifications and introduction of different colors and flavors. This article also mentions the maintenance of coca cola’s brand identity and no one can mistake any of its advertisement because of the enticing slogans and wave.
An example of perfect branding by seeking alpha
Going on to the third article in seeking alpha called “an example of perfect branding” also on coca-cola, branding is the different maker that allows Coca-Cola retain it market position. Consumers recognize the iconic brand from all corners of the universe and whenever a consumer travels to other countries, they have no reason to change the brand of soft drink because it is available. Advisement is in different languages because all countries want the product therefore has to suit their language. Every consumer wants to be associated with the brand because it is easily recognizable. I think the difference between this brand and other brands is branding.
“Face book gains two big advertisers’ support” by mike
Another article by mike posted on face book with the title “face book gains two big advertisers’ support” talks of branding being the main determinant on advertisement of coca-cola because the brand has gone online having the most likes and consumer comments on face book. Branding in this case affects consumers by maintaining its colors and slogans like refreshing the world. The video clips on the internet attract consumers because they represent real people in real situations depending on climate and geographical setting. For example, the girls in one of the advertisements makes other girls think that taking coca-cola makes their skins and body figures look good. I think they have effected the advertisements because other soft drink appears irrelevant and one will find consumers comparing the commercials and definitely go for the best.
All these articles about coca-cola drive the same point home that branding is the main determinant when it comes to advertisements and consumers. The reason as to why branding effects consumers’ choice of the brand is that everybody wants to be associated with the best in the market. Over the years, coca-cola has proven to be the best in advertising because it does all their commercials in different languages to suit different consumers. This has made it dominate the market and other brands need to do a lot of work to get to where coca-cola is. Branding therefore dictates the kind of consumers to have and the quality of advertisement.
Business Economy. Coca-cola international branding, 2011. Available at:
Danielle Smiley. What makes coca-cola so classic? Unleash the power of heritage marketing, 2012, available at:
Joshua, Johnson. Pepsi Vs Coke: the power of a brand, 2011. Available at:
Seeking Alpha. coca-cola: an example of perfect branding, 2011. Available at:
Mike, Ramsey. Face book gains two big advertisers support, 2012, available at: