분야
doc1, 2) Product scope/ Attributes
3) Quality
4) Uses
5) Users
6) Country of Origin
2. Brand as organization
1) Organization Attributes
2) Local vs. Global
3. Brand as Person
1) Personality
2) Brand – customer relationship
4. Brand as symbol
2) Brand heritage
3. Brand as Person
1) Personality
Coca‐Cola is joyful. “I think, Coca‐Cola is close to ‘joyful’ and Pepsi is close to ’young and fresh’. Cola is not suit to ‘brilliant’,’soft’”(from Web Zine TQB 2004. 8. 31 ‘Brand Personality’) According to Polar Bear, Santa‐Claus and recent CF, personality of Coca‐Cola is very close to family‐oriented Joy. Especially the Cokeplay service (CokePlay.com) which is started in few years ago, is focused to the JOY by offering game, music and sports contents for young people.
Coca‐Cola is ever the same (consistency) “…after the First World War, Coca‐Cola’s red color has standized. Then that red color is using still for more than 50 years…”(from Coca‐Cola Korea Official Homepage) Red color, spencer fonted logo, contour bottle, etc..they were Coca‐Cola’s main characters and they are still. Consistency seems the main personality of Coca‐Cola which is distinguished from others.
