Coca-Cola isn’t just a classic American brand; it is recognized around the world as one of the most heavily favored and instantly recognizable beverage brands. It is held as a partner in major restaurant chains, a solid blue chip in investment portfolios, and a reliable go-to in refrigerators around the world. But it also attracts a strange brand mystique, with collectors lusting after practically anything with the Coca-Cola wrapped around it.
What made Coca-Cola the ubiquitous and uncompromising brand juggernaut it is today? We all grew up with Coca-Cola as a major institution, but the company still markets itself to improve presence and build sales. So what is the brand rhetoric that keeps the company’s momentum strong?
Ethos (Authority)
Ethos is the most powerful and abundant element of Coca-Cola’s commanding brand rhetoric. With a history dating back to as early as 1886, Coca-Cola has been thoroughly interwoven into the history of the United States. It is recognized as a classic American brand, an element Coca-Cola plays up in its advertising to display a sense of integrity and authority. Coca-Cola’s Ethos is so powerful, its association with events and other brands is enough to boost their respective authority.
Pathos (Emotion)
No brand provides the homelike warmth associated with the red and white coloration and stylistic typography of the Coca-Cola brand. The company realizes this, and attempts to perpetuate those feelings by flashing the Coca-Cola logo wherever there is a presentation of sentimentality, patriotism, or family care. As such, Coca-Cola has become a leader in sentimental advertising, intentionally stirring up positive emotions to cultivate an audience bonding with the brand.
Logos (Logic)
The Coca-Cola brand has almost no need for logic at this point. Competitor Pepsi-Cola once initiated the “Pepsi Challenge” as a way to objectively demonstrate the logical superiority of their products, and while the effect was significant, Coca-Cola still remains the preferred choice of many. The power of the brand transcends all need for logic.
These brand rhetoric elements keep Coca-Cola thriving as the undisputed leader of the industry. Even when you have the history Coca-Cola does, it is still essential for a strong marketing campaign.
