Why Global Brands Go Global? (Coca Cola)


Coca Cola is a a global leader in the beverage industry that emerged in 1886.  It includes many brands that offer several types and kinds of drinks. The question here is why did Coca Cola go global? To begin with, Coca Cola’s success over the years was its main motive for it to expand across the globe. Coca Cola had its international expansion in 1920’s and 30’s, where it exported its products to other parts of the world. overall, Coca Cola was being bottled in 44 different countries other than America. Another reason for Coca Cola to go global is its growing number of goals and profits across the years. Besides, there are many other reasons for a brand to go global; like, managerial urge, technology comptence, foreing market opportunities, economies of scale and tax benefits. Not forgetting to mention that the high consumer consupmtion of the product has a great impact on what Coca Cola is today. In short, people want more of Coca Cola, hence, they produce more and more Coca Cola. furthermore, for a brand to go global it must be credible and trustworthy. Additionally, it should have good brand image, personality associations and identity. Nevertheless there are many risks a brand might face to become global. Some of these risks are the competitive pressure and risk of overproduction. Besides, Coca Cola is not only identified as a global brand, but also a local brand. Coca Cola serves local markets around the world. although it has one theme, it adopts itself to each market. To sum up, today Coca Cola had succeeded to be one of the most valuable brands across the globe, and ranked number 1 in 2010 Best Global Brands. Coca Cola has only 2% change in its brand value. Finally, Coca Cola is a brand that thinks global and acts local!



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