Is Coca-Cola’s One Brand Strategy a Good Idea for Other Firms to Apply?

In May 2015, Coca-Cola introduced a new “One Brand” strategy for its Coke-branded soda in several countries around the world. As reported by Larry Lucas (of Vivaldi Partners Group) for Forbes: “Coca-Cola launched a bold shift in branding, called the ‘One Brand’ strategy in 11 markets, starting with the U.K. The strategy calls for a […]

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