Coca-Cola’s Shift to a “One Brand” Strategy: Can it Change Consumers’ Perception? – Assignment

1. Discuss the brand positioning strategies adopted by Coca-Cola over the years.

2. Why did Coca-Cola move from the “Sub-Brands” to the “One-Brand” marketing strategy? Analyze the pros and cons of this unified strategy.

3. How different is the “Taste the Feeling“ campaign from the “Open Happiness” campaign? Discuss.

4. How can Coca-Cola’s unified marketing approach change consumer perceptions about the brand?

5. What are the key challenges that the brand Coca-Cola faces going forward? What should the company do to make its “One Brand” strategy more effective and drive sales?