Coca-Cola and sports partnership through competition


The importance of image Our image is the way in which others see us. People quickly form opinions about us from the way we dress, walk and talk, from where we live and from our interests. Image in the business sense is what people think and feel consciously and subconsciously about a company or product. The creation of this image is crucial to the success of a business. It is necessary to create ‘the right image’ of a product, i.e. one that closely matches consumers’ feelings of what the product should be like. It is therefore an important part of marketing to build on ‘associations’ between products and other aspects of life. This case study shows how Coca-Cola and sports share a tradition of close association which dates back nearly a century. Coca-Cola and sports are a natural fit. Coca-Cola strives to be everywhere people gather for fun, recreation and enjoyment – everything which makes sport a popular pastime for so many people around the world. Visit any major sporting event or arena in your neighbourhood and you will see people drinking Coca-Cola before, during and after participating in sports, or when they are spectators because sport is as much…

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