Decoding Coca-Cola: A Biography of a Global Brand

Decoding Coca-Cola is a collection of essays that explores the Coke brand from a global perspective, examining the images created and the audiences that consume it. It provides a unique insight into the core meaning, values, and emotions underpinning the brand and how global brands are created and positioned. The book is an essential resource for scholars in marketing, advertising, and communication, as well as other humanities fields.

Format: Paperback / softback
Length: 240 pages
Publication date: 01 August 2022
Publisher: Taylor & Francis Ltd

This collection of essays delves into the enigmatic world of the Coca-Cola brand, seeking to unravel its DNA and understand its global significance. Unlike other accounts, these essays adopt a comprehensive and interdisciplinary approach, drawing upon the expertise of scholars from diverse backgrounds and cultures. By examining the individuals who have shaped the images of Coca-Cola and the audiences that have consumed them, these essays offer a unique and revealing insight into the essence of this iconic brand. They explore the core meaning, values, and emotions that underpin the Coca-Cola brand, providing a profound understanding of how global brands are created and positioned. This critical examination of one of the world's most recognizable brands will be an invaluable resource for scholars engaged in research and teaching in the fields of marketing, advertising, and communication. Moreover, its interdisciplinary approach makes it accessible to scholars working in other humanities disciplines, such as history, media studies, communication studies, and cultural studies.

In this comprehensive collection of essays, scholars from around the world come together to explore the intricate tapestry of the Coca-Cola brand. Through a global lens, they critically interrogate the brand's history, marketing strategies, and cultural impact. By examining the individuals who have shaped the brand's image and the audiences that have consumed it, the essays offer a unique and revealing insight into the core meaning, values, and emotions that underpin the Coca-Cola brand. They shed light on the processes by which global brands are created and positioned, challenging the notion that they are fixed and immutable. This critical examination of one of the world's most recognizable brands will be an essential resource for scholars, researchers, and students interested in marketing, advertising, and communication. Its interdisciplinary approach makes it accessible to scholars from diverse fields, enriching our understanding of the complex interplay between brands, culture, and society.

Weight: 460g
Dimension: 234 x 156 (mm)
ISBN-13: 9780367642204