Technology

Assessing it Has Been irreplaceable for consumers — and the Coca-Cola brand

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Coca-Cola is undoubtedly one of the world’s most valuable brands. As new research from market research insight provider Instantly shows even if it is not the most precious Apple broke its own 13 year stretch at the top of the list of Interbrand at 2013 — that the newest continues to carry weight.

According to the figures, almost half (48%) of all UK consumers stated they would not forsake Coca-Cola for a supermarket brand equivalent, compared to Cadbury’s chocolate (38 percent), Heinz tomato ketchup (35 percent), and Coca-Cola’s rival Pepsi (33 percent).

The study came up with results that were negligible — and dug in to prospective explanations for why product and the brand may be irreplaceable — wellbeing, cost. Two thirds (66 percent) of respondents believed there wasn’t any gap between own tag and marquee brands concerning health, while it was a 50/50 split when asked if the more expensive branded goods were a better investment. Not entirely surprisingly, the majority (58%) of those polled said price was the vital element in purchasing own brand goods, while if you constantly buy the brand, it had been due to taste and quality (49 percent).

Instantly claims these results show the ‘label’ products are catching up to the brands, even though the likes of Coca-Cola remain dominant. So do the largest brands remain enormous? Ben Leet, UK managing director of Immediately, informs MarketingTech it is a combination of longevity in the market and smart and innovative campaigns — citing the soft drinks giant’s ‘Share a Coke’ campaign that “incorporated the societal element on a global scale and proved hugely popular.”

“Brands must proceed with the times and contemporary campaigns not only have a global presence across conventional media, but seem to include societal to form a personal connection between a brand and its customers,” he says. “This lets them stay in people minds and eventually become something which clients not only purchase for the item itself, but what it stands for.”

Long-running classic campaigns continue to strike home for Coca-Cola; the company’s iconic contour Coke bottle celebrates its hundredth birthday later this season, while the yearly Christmas adverts — a sign to put the tree up for many — began in 1992 and has been named the UK’s most memorable Christmas ad of all time this past year.

Innovation continues in April the drinks manufacturer unveiled its brand new website, Coca-Cola Journey, which resembles a digital magazine compared to a corporate snoozefest. Andrew Canter, CEO of the Branded Content Marketing Association, mentioned at the time: “[Coca-Cola] completely understand[s] the ability of storytelling, producing innovative and highly entertaining content that, in turn, translates into more happy customers and new advocates.”

In a brief article detailing place finish in the most recent brand rank that is valuable, Interbrand argues the company’s opportunity lies in addressing a picture, also continuing to reinforce connections with a audience. However, as the Immediately results show, the well of new loyalty is unlikely to run dry yet.

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