how did coke become basically seen as an american value? how did this help and hurt coke (and in some ways, america itself?)
I mean coke as in coca cola
The association of Coca-Cola with American values has a complex history involving various marketing strategies and cultural influences. To understand how this association developed, let's explore the factors that played a role:
1. Effective Marketing: Coca-Cola has been successful in running numerous advertising campaigns that emphasize its American heritage. Through catchy slogans, iconic images, and patriotic themes, Coke positioned itself as an embodiment of American culture, aiming to evoke feelings of pride, unity, and nostalgia for consumers.
2. Global Expansion: As Coca-Cola expanded globally, it utilized its American image to appeal to international markets. It linked its brand with positive American attributes like freedom, innovation, and prosperity, creating a global perception of Coke as a symbol of Americana.
3. Pop Culture Influence: American movies, TV shows, and music have played a significant role in popularizing Coca-Cola. Whether through product placements, endorsements, or the portrayal of characters drinking Coke, the brand became deeply embedded in American pop culture, further strengthening its association with American values.
Now, let's examine the impact of this association on Coke and America:
Benefits for Coca-Cola:
- Global Success: The American image of Coca-Cola has contributed to its worldwide success. Consumers often associate Coke with quality, reliability, and a piece of American culture, making it a desirable brand internationally.
- Brand Recognition: The strong association with American values has helped Coke become instantly recognizable, enabling it to maintain a dominant market position and fend off competition.
Drawbacks for Coca-Cola:
- Cultural Backlash: In some parts of the world, the perception of Coke as an American icon has caused backlash or resistance. Some individuals and societies have criticized Coca-Cola for promoting American cultural imperialism or accused it of cultural homogenization.
Impact on America:
- Influence on Identity: Coca-Cola's association with American values has contributed to the perception of American culture as vibrant, innovative, and exportable. It has played a part in shaping the American identity on a global scale.
- Economic Significance: Coke's success as an international brand generates economic benefits for America, including job creation, export revenue, and positive perception of American products abroad.
However, it is important to note that the association of Coca-Cola with American values is a deliberate marketing strategy and not a universal truth. The perceptions and impacts discussed can vary among individuals and different cultures.
Do you mean --
Coke as in Coca Cola?
coke as in cocaine?
coke as in a type of fuel?
It would have been clear if you'd capitalized Coke.
http://xroads.virginia.edu/~class/coke/coke1.html
http://en.wikipedia.org/wiki/Coca-Cola