10. Borrowin Creating
g
- Develop faster (Customers are
familiar with brand)
Image - Opportunity to switch the brand
- Increase loyalty - Develop the width of the brand
Good
- Consolidate the brand - Fail in new product not affect the
- Invest less (efficient branding) whole brand
- Develop the depth of the brand
Cons
Image
Bad
- Customer meet a new brand
- Develop faster (Consumer do not use
Stereotype)
- Chance to treat the brand
- Fail in previous product not affect the
new brand
11. Analyze Coke's attempt to "revive"
brand equity by reintroducing the
contour bottle
around the
world.
13. In 1915 a prototype of the
first contour bottle developed
by Root Glass Company, but
never made it to production.
14. In 1916 the problem was solved
by decreasing the middle
diameter. The bottle become very
popular among collectors.
15. In 1957, the Coca-Cola decided to
eliminate the traditional embossing
of its trademark on the bottle, and
replaced it with Coca-Cola in white
applied colour labelling(ACL), in
1960 the bottle was registered as
trademark, the second package in
history to be trademarked.
16. In 1957, the Coca-Cola decided to
eliminate the traditional embossing
of its trademark on the bottle, and
replaced it with Coca-Cola in white
applied colour labelling(ACL), in
1960 the bottle was registered as
trademark, the second package in
history to be trademarked.
