Brand Rejuvenation Strategies in the Age of Digital Media: A Case Study of Coca-Cola

Xinyi Liu

doi:10.54097/53xhtf31

Authors

Xinyi Liu

DOI:

https://doi.org/10.54097/53xhtf31

Keywords:

brand rejuvenation; digital media era; ROI theory.

Abstract

Today, with the rapid development of new media technology, people's consumption needs have gradually diversified. In order to meet the needs of the consumer market, rejuvenation has become the direction of transformation for many brands. Coca-Cola, as a leader in the army of generations that have completed one round of innovative interpretation of brand marketing concepts with rejuvenation strategies, studying its rejuvenation development strategy will certainly provide reference value for more brands. This study builds an analytical framework through case studies of Coca-Cola in different stages of Web 1.0, 2.0 and 3.0 development, comprehensively examines the brand rejuvenation practices in these three stages, and builds a structural equation model by adopting the ROI theory as an analytical tool, to reveal how Coca-Cola establishes a close relationship with consumers in each era through a more contemporary marketing strategy.

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