Subtitles section Play video Print subtitles Since the birth of free enterprise, American’s have always had a choice between a wide array of products. This idea of free enterprise led to fierce corporate competition in our nation’s economy. Soon companies began huge marketing campaigns, hoping to entice American households into purchasing their product. As a result, American’s began to favor certain goods over others – beginning to even resent those who disliked their preferred product. Today we classify this ideology as a “brand community.” Now a brand community is described as “a community formed on the basis of attachment to a product or marque.” Essentially, it is a group of people, connected together by a product, who have shared traditions, values, and moral ideals. Yet, like any group of people, brand communities often find themselves into conflict with one another. Probably one of the most recognizable brand conflicts is between Coca-Cola and Pepsi-Cola – two popular soft drinks that emerged in the late 1800’s. Coca-Cola was created first, hitting the shelves in the year 1886; a little over a decade later, in 1898, Pepsi-Cola was introduced into the market. However, these two drinks gained more than just profits, they gained dedicated fans. Through their advertising and quick entrance into society, “Coke” became a symbol of happiness, community, and even the “American Dream.” In response to this, “Pepsi” advertised towards the younger members of our society – using famous celebrities to broadcast the brand as cool, dynamic, and innovative. As a result, society is now split between these two brands. And if you don’t believe me – watch and listen next time you go out to dinner with your friends, you’ll see ether a sigh of disappointment, or a smile of contentment whenever the server announces whether “Coke” or “Pepsi” is available.
B1 US cola pepsi brand product american coke Brand Communities and the Cola War 644 36 羅紹桀 posted on 2016/04/01 More Share Save Report Video vocabulary