What is a Brand Identity? The Case of Coca-Cola and Apple

521 Words 3 Pages
Coca-Cola. And Apple. Two companies from two very different industries, yet both have such strong brand identities, it has become iconic. A brand identity should be “the heart and soul of a brand.” [2] (Aaker, D. A., 2010, p. 68) But it’s not just a strong brand identity that has made these two brands internationally known. In both cases, it has been a strong combination of brand identity and well-considered packaging, which have put them at the forefront of their respective markets.
This paper argues why both brand identity and packaging are vital to a successful marketing strategy, and that they are more powerful intertwined, than as two separate elements.

While people have differing opinions on what the relationship between
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However with the establishment of a successful and strong brand identity, a company can build a foundation that will help get their brand and its products on the ground running. Apple and Coca-Cola are just a few of many that are a testament to just how effective a strong brand identity is and the value it is able to create.

A brand identity cannot exist alone though. It is only the overarching umbrella in the marketing mix. It is what supports a brand identity, and becomes its communication vessel to the consumer that enables a brand identity to establish itself. Most companies traditionally turn to advertising or promotional campaigns to sell their product. But what is often overlooked is the medium of packaging. Traditionally, packaging has always been an afterthought in the creation of products, neglected by companies who consider it to be just an extra cost. [7] (¬Holdway, R., & Walker, D., & Hilton, M., 2002) Little do they realize the potential well-designed packaging has to influence consumer decisions. The role of packaging is no longer just to protect a product as it travels from the manufacturer to the retail shop, and ultimately into the consumer’s home. It must also grab the consumer’s attention in what may be a few second window, as they glance over shelves of brands and products all

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