Your Personal Brand :
marketing yourself via the Internet
by Marilena Rotundo
/06 064
Coca Cola’s strong reputation, however, was not built over night. Since its creation in 1886, they have maintained a good name for themselves and Coke continues to be a top beverage choice for many.
Their main competitor, Pepsi, has only made Coca Cola become more inventive and daring with their campaigns.
But Pepsi recently demonstrated how easily one could damage the brand that they spend years building. According to Forbes, 75% of a company’s greatest value comes from their good name, brand and reputation. In April of 2017, Pepsi posted a video that caused controversial uproar and eventually was taken down. The video focused on celebrity personnel, Kendall Jenner, offering a police officer a can of Pepsi as a peace offering during the chaos of protest. They did not foresee the negative reactions people would have towards the ad and this unfortunate event caused constant criticism online. Pepsi failed on this particular occasion, but they have overtly shown us that even the largest companies are at fault sometimes and have to continually work to maintain their brand.
Branding is something that persuades the public to view certain products, companies and ideas with an image in mind. Coca Cola, for example, has spent years developing a brand that represents all things happiness. By promoting, selling and spreading happiness, they have gained an international advertising platform that applies to people across the globe.