Decoding Coca-Cola: A Biography of a Global Brand (1) (Routledge Studies in Marketing)

Synopsis

This collection of essays delves into the Coke brand to identify and decode its DNA. 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.

Copyright:

2021

Book Details

Book Quality:

Publisher Quality

Book Size:

250 Pages

ISBN-13:

9781351024006

Related ISBNs:

9781351023993, 9781351024013, 9781138495449, 9781351024020, 9780367642204

Publisher:

Taylor & Francis

Date of Addition:

07/03/25

Copyrighted By:

selection and editorial matter, Robert Crawford, Linda Brennan and Susie Khamis individual chapters, the contributors

Adult content:

No

Language:

English

Has Image Descriptions:

No

Categories:

Nonfiction, Art and Architecture, Business and Finance, Education, Language Arts, Communication

Submitted By:

Bookshare Staff

Usage Restrictions:

This is a copyrighted book.

Edited by:

Robert Crawford

Edited by:

Linda Brennan

Edited by:

Susie Khamis