Everything PR News
PR News

Brand Love as Important as Market Share for Coca-Cola

Editorial TeamBy Editorial Team1 min read
Brand Love as Important as Market Share for Coca-Cola
Share
Warc held the Measuring Advertising Performance conference yesterday, an opportunity for the participants to discuss and share their knowledge in the field. For Coca-Cola, and there is no surprise here, building customer loyalty is more important than short-term sales. Silke Muenster, Coca-Cola's director of knowledge and insights, revealed that Coca-Cola is measuring "brand love" to strengthen its long-term position on the market, a metric as important as market share for the soft-drinks giant. Building strong relationships with the customers coverts sooner or later into sales, and Coca-Cola applies this principle flawlessly. Never mind that Germans don't express their love for Coca-Cola as easy as the Italians, the numbers fit the pattern. So how does Coca-Cola build this "brand love" anyway? It's not like people around the world love the drink because they tasted it once, to be frank, between Coca-Cola and Pepsi the taste difference is not that obvious for all. But Coca-Cola makes sure that the consumers treat its products as an integrated part of their lives. Product placement is vital: from fast food to restaurants and stores, Coca-Cola appears to have a monopoly. You cannot have a cheeseburger menu without a Coca-Cola signature drink, can you? While the choice of drinks at McDonald's is limited, drink stores are a different story. And here comes Coca-Cola's powerful marketing and advertising department. Public Relations firms who have worked for Coca-Cola include Burson Marsteller, MSL Group, Ogilvy PR as well as Cohn & Wolfe.
Editorial Team
Written by
Editorial Team

The Everything-PR Editorial Team produces reporting, research, and analysis across thirty verticals — communications, reputation, AI visibility, public affairs, media systems, and digital discovery in the answer-engine era. Publishing since 2009.

Other news

See all
How Tech Brands Win in the GEO Era
Editorial Team · 05/19/2026

How Tech Brands Win in the GEO Era

How AI search, answer engines, review platforms, and developer communities are changing the way technology and software brands are discovered — and what determines whether a product appears in an AI-generated answer. --- Someone evaluating…

How Gaming Brands Win in the GEO Era
Editorial Team · 05/19/2026

How Gaming Brands Win in the GEO Era

Someone deciding what to play next used to begin with a search box. They typed "best co-op games" or "games like [title]," opened a review site or a ranked list, and read an editor's recommendation. The titles that won that moment had done identifiab…

How Finance Brands Win in the GEO Era
Editorial Team · 05/19/2026

How Finance Brands Win in the GEO Era

Someone deciding where to open a savings account used to begin with a search box. They typed "best high-yield savings account," opened a comparison page from NerdWallet or Bankrate, and read a ranked list with rates attached. The institutions on tha…

Never Miss a Headline

Daily PR headlines, weekly long-form analysis, and our proprietary research drops — straight to your inbox.