文档介绍：Coca-ColaArchitecture97/?Theconstructionofthebrandintheconsumer': TheHouseModelInbuyingahouse:Architecture:Thestructureofthehouse;howisitputtogether?Whatisitmadeof?Positioning:Theviewtheconsumerhasofthehouse;theappearance,:Takingthatsamestructure,thesameimpression,,boldcolaflavorIcecoldCarbonationBodySatisfiesathirstDeepdown refreshmentGoeswellwithfoodEnergizesMindStimulatesInvigoratesSpiritRejuvenatesUpliftsRevitalizes111-year-oldsecretrecipeEnduringvaluesSpecialrelationshipsCoca-hingsAlwayspartofyourlifeFolkloreRealColaTasteRefreshment(for)AuthenticityRecognizesthesignificanceof...TasteRefreshmentAuthenticity...ponentsPlacesequalimportanceonallthreeDoesnotestablishanyrelationshipbetweenthethreepillarsArchitectureLocalizingtheGlobalPositionResearchinsixcountries(petition):.,Mexico,Belgium,Hungary,China,IndonesiaFirst,in-depthqualitativetogenerateexpressions,images,wordsthatconsumersusetotalkaboutCoca-ColaandotherRTDbeveragesSecond,quantitativestudyusingconsumerarticulationsfromqualitativeround;factoranalyzedacross204dimensionstoidentifymostinfluentialcategory(RTD)andCoca-Coladrivers(thosethatcorrelatemosthighlywithconsumption)ExamplesofArticulationsGivesmeatreatGreattastingHasaflavorallitsownRenewsme/rechargesmeThemosttrustedCannotbecopiedHasrealcolatasteGivesmeicecoldrefreshmentLocalizingtheBrandPosition: KeyInsightsThethreepillarsoftheoriginalarchitecture--taste,authenticity,refreshment--arerelevantandconsistentwithconsumerperceptionsofCoca-binationsofsimilararticulations)arethemostinfluentialcategory(RTD)driversAuthenticitydimensionsarethemostinfluentialdriversfromCoca-ColacurrentlyTop20MostInfluentialDimensions:RTDs1. Greattaste(T)2. Leadership(A)2. Cools/refreshesme(R)3. Partofourlives(A)4. Energizes(R)5. Helpsmetakeabreak(R)5. Indulgentreward(R)6. Pure/fresh