The Coca-Cola brand has an almost mystical value. And that doesn’t just apply to the professionals and consultants who like to examine the brand in their case studies. Also in the daily life of the user the brand apparently has more grip. Than we would dare to suspect. What is psychologically behind Coca-Cola? Which concrete actions form the basis of the success. That has lasted for more than a century?
Such a study identifies which assets:
And are they really doing everything right? In this article, I take a closer look at 3 crucial building blocks of Coca-Cola’s marketing psychology, based on insights from neuromarketing . 1. Unconscious Leads for Commercial Real Estate Associations The reason behind Coca-Cola’s automatic appeal is that the brand automatically activates a rich network of positive emotions in our brain. Such an association structure does not come about in one day.
Which brand assets matter?
Nor is it the magical consequence of specific brand properties. Such as the red color or the shape of the bottle. It simply follows from repeated exposure to advertising campaigns. In this, Coca-Cola is structurally combined with things that make us happy. This is a classic psychological principle: conditioning. We like Christmas. Coca-Cola shows Christmas in their commercials.