" Brands are more than just names and symbols. They are a key element in the company’s relationships with consumers. Brands represent consumers’ perceptions and feelings about a product and its performance—everything that the product or service means to consumers. In the final analysis, brands exist in the heads of consumers. As one well-respected marketer once said, “Products are created in the factory, but brands are created in the mind.” "
"Brands vary in the amount of power and value they hold in the marketplace. Some brands—such as Coca-Cola, Nike, Disney, GE, McDonald’s, Harley-Davidson, and others—become larger-than-life icons that maintain their power in the market for years, even generations"
"The aim of the entire value delivery system is to serve target customers and create strong relationships with them. "
This commercial is great because it's charming, it has iconic characters that we have grown with when we watch coca cola commercials, it shares that frustrating moment sports fans or just people in general can relate to when watching a sport and we just want to scream or growl with frustration, and it has a wordless message we immediately grasp; 'Even if the game isn't going as well as you'd hoped, there's always something to look forward to.' I like this commercial for those reasons. It has the polar bears that we immediately identify with a cold bottle of Coca Cola. This adds an emotional attachment to the product because these polar bears have been in most commercials with Coca Cola, and I've grown up watching and drinking Coca Cola most of my life because I loved these bears. They also show a very human emotion that anyone can relate to, that disappointment of seeing your team lose or fumble or something and the reaction most of us have. In the end, the message that is understood, that even if you lost or something didn't go right, it's okay and things get better with a cold drink and good friends. The point, Coca Cola brings you happiness from a disappointing moment. That's the message, that's why this commercial is good. It's selling happiness in a bottle.
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