Global Branding Assignment Example | Topics and Well Written Essays - 3000 words

Global Branding - Assignment Example And no other company carries that laurel except our company - Coca-Cola Company. It is in this spirit that I am asking your office to allow me to attend the said conference. For it will not only be a proper venue to allow other companies to learn from what we have gained in our vast experiences as the number one manufacturer of carbonated beverages in the world today. But, that it is a moment also our company to re-learn many things from the experiences of other companies as they embark in global market. This is very important since it is in fact considered as one of the fundamental benefits that the global world is gaining from the global market, global economy - it is the exchange of ideas among and between nations. It is the possibility of getting hold of the newest and most innovative ideas and concepts in any place in the world. And it is in this context that I am asking your office to please allow me to attend the conference. For, it is not only the venue where the old meets the young and the neophyte but it is also the forum where legitimate exchange of i nformation among competing organizations can be achieved. Thus, fostering and enhancing not only the well-stocked reservoir of knowledge that we gain in our gargantuan experiences. Innumerable data and information under the research and development section of our company that we used as we compete globally. But that it is the sphere where competitors do not eat and tug each other's tail, but it is the place where they meet eye to eye to exchange with one another viable information that may be utilized in their companies. In the end, though it may appear that Coca-Cola has already much to offer in terms of experience and knowledge with regards to the theme of the conference, it will still be worthwhile to attend the said conference on Global Branding in the 21st Century for the age old belief still has not lost its power. It has not lost its esteem - "knowledge is power." And in a global world like ours, the one who has the most information, possess the most dynamic and important power of all. ON GLOBAL BRANDING INTRODUCTION The contemporary period is marked by one characteristic that is simply unknown prior to this period - globalization. Globalization is a term that has been defined in many ways and interpreted and understood in various forms. Since, globalization as a contemporary phenomenon permeates not only the economic, financial, market and business developments but it has also penetrated culture, tradition, communication, ideas and the likes. But in all of these it can be claimed that the salient feature of globalization is the fact that "it allows financial capital to move around freely" (Soros, 2002: 3). And in this framework we will try to address the challenges posed to Coca-Cola Company of global branding in the 21st century. Being such, this report will not look into the strategic positions and organizational effectiveness that Coca-Cola has used as it meet the global demand of the 21st century. But rather we will look into the Coca-Cola brand, a century old brand, that has survived and defied the many challenges of market itself and the formidable task that it faces as it compete in the global market, in the global village. THE COMPANY "Coca-Cola Company, founded on l896, is the world leading manufacturer, marketer and distributor of non- alcoholic