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Decoding Coca-Cola - A Biography of a Global Brand (Hardcover)
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Decoding Coca-Cola - A Biography of a Global Brand (Hardcover)
Series: Routledge Studies in Marketing
Expected to ship within 9 - 15 working days
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This collection of essays delves into the Coke brand to identify
and decode its DNA. Unlike other accounts, these essays adopt a
global approach to understand this global brand. Bringing together
an international and interdisciplinary team of scholars, Decoding
Coca-Cola critically interrogates the Coke brand as well its
constituent parts. By examining those who have been responsible for
creating the images of Coke as well as the audiences that have
consumed them, these essays offer a unique and revealing insight
into the Coke brand and asks whether Coca-Cola is always has the
same meaning. Looking into the core meaning, values, and emotions
underpinning the Coca-Cola brand, it provides a unique insight into
how global brands are created and positioned. This critical
examination of one of the world's most recognisable brands will be
an essential resource for scholars researching and teaching in the
fields of marketing, advertising, and communication. Its unique
interdisciplinary approach also makes it accessible to scholars
working in other humanities fields, including history, media
studies, communication studies, and cultural studies.
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