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Essay

Assorted Canned Beverages (various Manufacturers)

Essay specific features

 

Issue:

Book Reports

 

Written by:

Zachary W

 

Date added:

January 31, 2015

 

Level:

 

Grade:

A

 

No of pages / words:

3 / 782

 

Was viewed:

1150 times

 

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Essay content:

But how does a company maintain that sense of package-driven equity when selling its product in aluminum cans, which don't lend themselves to unique shapes? The answer for a growing number of beverage marketers is simple: Feature an illustration of the bottle on the can. The unusual thrust of this approach ? depicting one packaging format on another packaging format ? is appealing from a marketing standpoint because it boils down a package design to pure image, pure signifier, essentially transforming the entire package into a logotype...
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The company went further in 1997, when it began featuring the bottle illustration on two-liter plastic bottles and on the cardboard soda cups used at many movie theaters and fast food outlets. So does a consumer drinking a can of Coke really connect more fully with the product if the can features an illustration of a glass bottle? Coke spokesman Bob Bertini thinks so...
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General issues of this essay:
Assorted Canned Beverages (various Manufacturers) Coca Cola Coca Cola Coca Cola Coca-Cola Brand Management Analysis Coca-Cola Coca-Cola coca cola coca-cola Financial Analysis Of Coca Cola Beverages Coca Cola Coca Cola coca cola TO WHAT EXENT IS COCA-COLA BRAND IMAGE RESPONSIBLE FOR ITS SUCCESS? Coca Cola
 

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