According to the labor theory of value : the value of the brand is the brand customers, channel members and the parent company and has taken a series of joint actions, to make the brand products have not achieved more than brand name when more sales and more interest , but also to make the brand in the competition to get a stronger, more stable and more specific advantages (Srivastava, Rajendra K. and Allan D. Shocker .1988).First Coca cola company attracted the consumer by the bottle shape. "Mount Franklin has been the company's sleeping giant," spokesman Alec Wagstaff says. "We hadn't done enough with it. We just put it out there. With so many other entrants coming into the market, it would be pretty easy to mistake one generic bottle for another. Now Mount Franklin has its own proprietary fun splash bottle." Coca-Cola's Pump brand is the company's gym drink, in a squeezy bottle shaped like a barbell, big enough for a man's hand, with a pop top for glugging on the run. The second one is the advertisement. Both here and overseas, Coca-Cola has started advertising its bottled water brands with the same high-octane commercials usually associated with Coke promotions. Australian ads for Mount Franklin show Coca-Cola's shiny, happy people having fun under cool, clear water. Overseas, their American brand, Dasani, is sold with sexy nightclub scenes and a blonde model slithering out of her underwear.
The approach which in terms if the evolution of marketing that Coca cola follow is marketing orientation. Enterprises to market demand as the center to arrange a new production and business activities of the marketing concept. Core of everything everywhere to get customer satisfaction as the goal, thereby increasing sales, maximize profits .Its core is from the user needs .The company develop new products, through the science of marketing, so that consumers understand the product, then accept and love the product, which lead the market. Coca-Cola through the...