Coca colas georgia coffee is only available in japan

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Unformatted text preview: vacuum cleaner is bag-less, for example, while Ray-Ban glasses provide aviator-level eye protection against the sun. Without a USP, a brand will probably fail to differentiate itself from other similar products on the market. Contrary to popular belief, it is the first brand to establish a strong identity within a market which usually succeeds the best. BR AND-STRETCHING Brands can be stretched to include other products or services with greater or lesser degrees of success. Richard Branson’s Virgin brand with its image promise of quality and fun has been stretched to encompass the music business, transatlantic travel, and cola-based soft drinks. GO GLOBAL, THINK LOCAL PEOPLE AS BR ANDS Successful global brands have had to modify their products to make them appeal to local populations. Coca-Cola’s Georgia coffee is only available in Japan. Indeed, Japan is an interesting case study of branding in action. The Coca-Cola available in the south of Japan is slightly sweeter to appeal to local tastes. McDonald’s discovered that small urban rather than large out of t...
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This note was uploaded on 12/12/2010 for the course RBS BCN taught by Professor Dekoe during the Spring '10 term at Rotterdam Business School.

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