Marketing Currents - Business and Marketing Current Events

How Coke gives its 130-year-old logo contemporary flair


Certain brands are forever attached to a color scheme or particular typeface. Coca-Cola, for example, over the years has linked a bright red can with white cursive script to its classic soda. Even with the text in another language, the product is universally recognizable.

Click here to read the story at

Discussion Questions:

  1. What is a brand?
  2. What is brand awareness?
  3. Why is brand awareness important in marketing?
  4. Why do you think Coke enjoys such high levels of brand awareness?
  5. Given how recognizable Coke’s logo and soda cans are, why would they make any changes to the logo?
  6. Based on information from this story, what changes are they making?
  7. What is packaging as it relates to marketing and promotion?
  8. How do you think packaging can provide an opportunity for marketers?
  9. Based on information from this story, describe the new Coke can design.
  10. What do you think of the redesign? Be prepared to discuss your answer in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.