Essay Proposal

Title
An investigation into the consistent designs of Coca Cola and how it contributes to the brand's success.


Brief Description
Coca Cola was established in 1886, and since then has stuck with the same logo and colour scheme.  These have been used in the company's designs ever since, and has been transformed into one of the globes most recognised brands.  The power of the branding allowed the company rights to Santa Claus, which is an extremely powerful commercial device.

I will use Pepsi as an example of a similar company that changes their designs regularly yet don't receive as much success as Coca Cola.

6 Sources


Van der Bergh, J. and Behrer, M., (2011) How Cool Brands Stay Hot, London, Kogan Page Limited.

Verma, H. V., (2010) Branding Demystified, New Delhi, Response Books.

Olins, W., (2004) On Brand, New York, Thames & Hudson.

Quantam Books, (1999) Coca Cola Memorabilia, Kent, Grange Books.

http://www.aber.ac.uk/media/index.html

(the handout from audience & context)