What is a Brand Identity? The Case of Coca-Cola and Apple

Coca Cola. I also have Apple. Two companies from two very different industries both have such a strong brand identity, which is an icon. Brand identity is "core of brand". [2] (Aaker, D.A., 2010, p. 68) However, this is not a strong brand identity, but makes these two brands internationally famous. In both cases, it is a powerful combination of brand identity and caring packaging, and it is at the forefront of each market. This article explains why brand recognition and packaging is essential to the success of marketing strategies and that they are intertwined more than two different elements.

Let's think about some of the world's most famous and most valuable brands: Apple, Google, Coca-Cola, Microsoft, IBM, Toyota. Each has a logo representing his own brand. But they also have a unique identity and tone. You can immediately add visuals, slogans and sounds. Each part of their identity works harmoniously to promote their existence. Your logo is a corner of a very large iceberg brand, it is well built and must be conveyed to your target audience.

Brand identity is the core of the brand and is represented by name, slogan, logo, single, color combination, and so on. For example, when people talk about Coca - Cola they know that it is red, and they will be impressed if they see another color in Coca - Cola. The figure below shows the brand recognition process in the company of Upshaw (1995). Strong brands can increase the value of products, attract more loyalty, and create good perceptions to the minds of consumers. Famous brands acquire better distribution and can save customers time and money even in real stores (Steiner 1987). Determining which brand to purchase is usually related to identifying the brand (Kotler and Armstrong 1993). Brand name can be categories of products such as Coke. When people talk about Coke, it means when they talk about drinks or when people talk about google, it talks about the internet and searches on the internet.

Two famous brands founded in the United States (in the United States) between 1 year and 2 years are Coca-Cola and Kodak. The first one is a meaningful name, the other is meaningless. The name of Coca Cola is based on the two components of the product, from the leaf of Coca and the fruit of Coke. As the sales of this beverage grew rapidly, its name was quickly shortened to Coca-Cola. Today, there are two famous brands in this product, one mainly used in the international market (Coca-Cola) and the other is mainly used in English-speaking consumers (Coca-Cola) . However, these two names have the same legal status in most countries. Even so, the fact that there are many types of cola drinks on the market continues to urge the company to remind the public of the interrelationship between the two names. Therefore, the creative slogan of the mid 1980s - "Coca Cola is Coca Cola, Coca Cola is Coca Cola" (Hart S., J. Murphy, 1998)