Coca Cola Brand Book

BRAND STRATECY GUIDE

A Guide for Coca Cola Version 2.0 2030 Jia Yu Li

TABLE OF CONTENTS The Coke story Mission and Vision Values Goals & Promise Products Target Audience Color Palette

THE COKE HISTORY On May 8,1886 , Dr. John S. Pemberton prepared "Coca-Cola" and sold it at Jacobs ’Pharmacy. The first year sold nine cups a day on average.

Coca-Cola accountant Frank M. Robinson named the drink "Coca-Cola".He believes that the two capital letters "C" look more prominent in the advertisement and writes this famous brand logo in a Spencer type pen.

In the first newspaper ad published, "Coca-Cola" was described as a "delicious drink."

In 1960, the "Coca-Cola" curve bottle was approved as a registered trademark by the United States Patent Office. Today, it is still the most recognized bottle type in the world, from new aluminum bottles to 2 liter home packaging.

Coca-Cola became the first product to appear on the cover of Time Magazine in 1950.

"Coca-Cola" was officially listed in Taiwan in the consumer market.

1968, supplying

In 1985, Coca-Cola boarded the space with the Space Shuttle Challenger, becoming the first bubble drink in human history to drink in outer space. Testing the Coca-Cola space tank became an astronaut's mission in outer space at that time.

In view of the potential of the Taiwan market, the US head office established Taiwan Coca-Cola Co., Ltd.

Ec Ec -ca -ca It’s everyone's duty to protect our

aa C C la la environment also our responsibility.

MISSION

Make people's bodies, minds,

and spirits more Enjoyable .

Let our brands and actions

continue to inspire people to stay

optimistic .

Make everything we touch more valuable .

Vision with The 6 P’s PEOPLE Employees motivate employees to reach their potential

PORTFOLIO Products that provide innovative products to continuously satisfy the market and consumers

PARTNERS Partners establish a win-win cooperation model and strengthen partnership

PLANET The Earth Becomes a Model for Global Corporate Citizenship

PROFIT Profits donate to our shareholders while fulfilling our corporate citizenship

PRODUCTION Productivity becomes an efficient, flexible organization

Value.

Happiness Exciting Recycle Optimistic

Prod ucts

V i t a m i nwa t e r FUZE

F a n ta

DASAN

C oca -Co la

Sma r t wa t er Sp ri t e

M i nut e M a i d Pulpy

Our consumer is ...

E V E RY N E !

As a brand, we don't target a specific segment of the market; we focus on reaching out to different types of consumers and age groups through different marketing strategies and developing new products.

We target all age groups but our most popular audience are young adults, aged 15-30. A fun, outgoing individual with an active lifestyle.

For The Believers. The Dreamers. The Spirited. In all of us.

Colour Palette Consumers universally identify the iconic sight of red and white with Coca-Cola.

Coke Red C=4 M=100 Y=95 K=0 R=244 G=0 B=9 Hex=F40000

Polar White C=0 M=0 Y=0 K=0 R=255 G=255 B=255 Hex=FFFFFF

All Black C=0 M=0 Y=0 K=0 R=0 G=0 B=0 Hex=000000

Branding Gudelines Contour Bottle

Spencerian Script

Arden Square

Red Disk

Coke Logo

Dynamic Ribbon Device

EC -ca C la Goals & Promise

Workplace

Constantly strive to create a harmonious, fair and positive corporate environment, in order to exert and promote the creativity and enterprising spirit of the company's employees, and practice the common development of the company.

Marketplace

Understanding and meeting the changing beverage needs of the market and consumers, as well as the concern for beverage health, brings consumers better and more diverse choices.

Environment

We continuously improve our environmental performance and strive to be a professional leader in this field, especially in water and packaging.

Community

We actively work with communities and non-profit organizations to develop activities to assist communities in their work. Including environmental protection, sports, education, health, emergency assistance and so on.

Environmental Protection

For a long time, the "Coca-Cola" global beverage production system composed of The Coca-Cola Company and its bottling plant partners has been actively committed to environmental protection. No matter what is done to promote energy conservation, resource recovery, environmental conservation and other activities.

Reuse, reduce, recycle, and recover as much as possible to reduce the impact on the environment. Actively invest in water resource management. Start from both Reduce and Reuse. Use a complete water-saving system to reduce water use as much as possible and require wastewater treatment to zero waste At present, nearly 90% of the wastewater can be reused after sewage treatment. And such energy-saving actions will continue to advance to fulfill the responsibility of the earth's citizens. In the global water conservation sector, the Coca-Cola Company launched a collaborative project with WWF in 2007 to promote the preservation and protection of fresh water resources. The Coca-Cola Company donated $ 20 million to WWF to help protect the seven most important freshwater river basins in the world. I believe that through the addition of more partners, combined with more resources and capabilities, our actions can achieve significant results.

In 2009, The Coca-Cola Company launched an environmentally friendly plant bottle.

The bottle is made of plant-derived raw materials and can be completely recycled.