The condiments (and sauces) that never change
Business Daily
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Cococola - The Most Important Driver of Brand Equity
Kococola was deluged with complaints. By midmay, the coco cola company's atlanta headquarters had hired extra operators to handle the five thousand angry calls coming in each day. The most important driver of brand equity is the product itself. We obviously have an intensely strong bond with the products we've grown up with. But it stands as an important lesson that while the appeal of a product is very rarely exclusively down to its purported use or function, you dabble with its corp formula at your peril.
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