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Other Papers on :Coca-Cola

Other Papers on :Branding

P/M/747. Marketing power of brand name: theory and case study of Coca-Cola

(2006, 2500 words)

The paper examines the importance of a brand name for marketing products and services. Theoretical approaches to branding are reviewed highlighting the opportunities of globalizing brands and analysing the example of Coca-Cola brand success. The issues of operating under different brand names are addressed discussing language and cultural barriers.



 
   
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