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"Relying on brand awareness has become marketing fool's gold." Scott Bedbury, brand manager for both Nike and Starbucks. Brand is what the market believes and feels about your company and your products. It is up to you to define what you want the market to think and feel, and then coax the market to this view. Coca-Cola’s brand personality reflects the positioning of its brand. Positioning is in the mind of consumers and can be described as how the product is considered by them. Many people see Coca-Cola as a part of their daily life. This affinity between the brand and the consumer leads to a high degree of loyalty and makes the purchasing decision easier...
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