a biography of a global brand Crawford, Robert 1975- Brennan, Linda L. Khamis, Susie. text bibliography nyu New York Routledge 2021 monographic eng

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x, 240 p. : ill. "This collection of essays delves into the Coke brand to identify and decode the DNA of this iconic brand. Unlike other accounts, these essays adopt a global approach to understand this global brand. Bringing together an international and interdisciplinary team of scholars, Decoding Coca-Cola critically interrogates the Coke brand as well its constituent parts. By examining those who have been responsible for creating the images of Coke as well as the audiences that have consumed them, these essays offer a unique and revealing insight into the Coke brand and asks whether Coca-Cola is always has the same meaning. Looking into the core meaning, values, and emotions underpinning the Coca-Cola brand, it provides a unique insight into how global brands are created and positioned. This critical examination of one of the world's most recognisable brands will be an essential resource for scholars researching and teaching in the fields of marketing, advertising, and communication. Its unique interdisciplinary approach also makes it accessible to scholars working in other humanities fields, including history, media studies, communication studies, and cultural studies"-- Introduction: Unpacking Coke -- 1. Coke and The Coca-Cola Company -- 2. Coke and the Hilltop -- 3. Coke and the Super Bowl -- 4. Coke and the media -- 5. Coke and gender -- 6. Coke and the digital age -- 7. Coke and design -- 8. Coke and sustainability -- 9. Coke and the environment -- 10. Coke and the Cold War -- 11. Coke and America -- 12. Coke and the beach -- 13. Coke and the kids -- 14. Coke and health -- 15. Coke and the competitor -- Index. edited by Robert Crawford, Linda Brennan and Susie Khamis. Includes bibliographical references and index. Coca-Cola Company. Branding (Marketing) Advertising Internet advertising Globalization Social aspects HF5415.1255 .D47 2021 9781138495449 (hbk.) 1138495441 2020028926 210423 on1178868560