Decoding Coca-Cola: a biography of a global brand

by Brennan, Linda L. Crawford, Robert Khamis, Susie

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Title Statements

Full title :Decoding Coca-Cola : a biography of a global brand / edited by Robert Crawford, Linda Brennan and Susie Khamis.

Summary

"This collection of essays delves into the Coke brand to identify and decode the DNA of this iconic brand. Unlike other accounts, these essays adopt a global approach to understand this global brand. Bringing together an international and interdisciplinary team of scholars, Decoding Coca-Cola critically interrogates the Coke brand as well its constituent parts. By examining those who have been responsible for creating the images of Coke as well as the audiences that have consumed them, these essays offer a unique and revealing insight into the Coke brand and asks whether Coca-Cola is always has the same meaning. Looking into the core meaning, values, and emotions underpinning the Coca-Cola brand, it provides a unique insight into how global brands are created and positioned. This critical examination of one of the world's most recognisable brands will be an essential resource for scholars researching and teaching in the fields of marketing, advertising, and communication. Its unique interdisciplinary approach also makes it accessible to scholars working in other humanities fields, including history, media studies, communication studies, and cultural studies"--

Edition Statements

Publication Date:©2021

Publication Statements

Publisher(s):Routledge
Place of Publication:Abingdon, Oxon
Language:eng
Publication Date:©2021

The Physical Object

Description:1 online resource (x, 240 pages)

Edition Identifiers

ISBN:9781351024020, 1351024027, 9781351024006, 1351024000, 9781351024013, 1351024019, 9781351023993, 1351023993
oclc:on1178869949
LC Classification:HF5415.1255
Dewey Decimal:338.7/66362

Subjects

advertising branding Branding (Marketing) BUSINESS & ECONOMICS -- Advertising & P… BUSINESS & ECONOMICS -- International BUSINESS & ECONOMICS -- Public Relations Coca-Cola Company Globalization -- Social aspects Internet advertising Mondialisation -- Aspect social Publicité sur Internet Stratégie de marque