Decoding Coca-Cola: A Biography of a Global Brand by Crawford, Robert
Decoding Coca-Cola: A Biography of a Global Brand by Crawford, Robert

Decoding Coca-Cola: A Biography of a Global Brand

This collection of essays delves into the Coke brand to identify and decode its DNA. Unlike other...
$228.43 AUD
$228.43 AUD
SKU: 9780367642204
Product Type: Books
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Author: Robert Crawford
Format: Paperback
Language: English
Subtotal: $228.43
Decoding Coca-Cola: A Biography of a Global Brand by Crawford, Robert

Decoding Coca-Cola: A Biography of a Global Brand

$228.43
Decoding Coca-Cola: A Biography of a Global Brand by Crawford, Robert

Decoding Coca-Cola: A Biography of a Global Brand

$228.43
Author: Robert Crawford
Format: Paperback
Language: English
Description

This collection of essays delves into the Coke brand to identify and decode its DNA. Unlike other accounts, these essays adopt a global approach to understand this global brand.

Bringing together an international and interdisciplinary team of scholars, Decoding Coca-Cola critically interrogates the Coke brand as well its constituent parts. By examining those who have been responsible for creating the images of Coke as well as the audiences that have consumed them, these essays offer a unique and revealing insight into the Coke brand and asks whether Coca-Cola is always has the same meaning. Looking into the core meaning, values, and emotions underpinning the Coca-Cola brand, it provides a unique insight into how global brands are created and positioned.

This critical examination of one of the world's most recognisable brands will be an essential resource for scholars researching and teaching in the fields of marketing, advertising, and communication. Its unique interdisciplinary approach also makes it accessible to scholars working in other humanities fields, including history, media studies, communication studies, and cultural studies.



Author: Robert Crawford
Publisher: Routledge
Published: 08/01/2022
Pages: 240
Binding Type: Paperback
Weight: 0.79lbs
Size: 9.21h x 6.14w x 0.53d
ISBN: 9780367642204

This title is not returnable
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