Coca-Cola What's in a Name? Case Study Nothing signals identity as much as a name. From the moment you are born and given a name, you develop a connection to others through your name. Even if you don't like your name, your name is all about you. When someone says your name, it is because they know you, talk to you or want your attention In 1936, Dale Carnegie famously advised in his book How to Win Friends and Influence People, "Remember that a person's name is to that person the sweetest and most important sound in any language." Later research studying 12 different languages confirmed that people do indeed have strong attachments to their names. Many people also demonstrate a general preference for the letters found in their first and family names. Companies use this understanding of the implicit self-esteem effect when they create or adjust their brand names to sound more in line with popular local names. But how can an already established brand use this strategy? Coca-Cola found a great solution. The "Share a Coke" campaign began in Australia, when Coca-Cola printed 150 of the most popular names in Australia on bottles and cans. They printed the names next to the globally known Coke logo using the same iconic typeface, making customers feel like instant celebrities when it was their name. Coca-Cola then created an interactive site where consumers could order customized cases of Coke and opened interactive booths where consumers lined up for hours to personalize their own cans. The campaign was so successful that it was eventually brought to more than 80 other countries. The brand that was once afraid of losing its ground due to changing consumertastes instead turned itself into social currency with "Share a Coke," allowing consumers to get together over a Coke and show one another they were important. By helping its consumers to connect to one another, Coca-Cola brilliantly remembered Carnegie's advice and connected itself to consumers on a very intimate level they connected the sweetness of a drink, the popping sound of a can or bottle opening with the sound that was sweetest to consumers' ears their own names. And they did it with succes in multiple languages Sou comme une place, 2019 Ostende Answer the following questions based on the case 25 marks Question 76 (5 points) How can Coca-Cola capitalize on what they have learned about the buying behaviour of their consumers? (Please scroll up to see case) Why is it important for Coca-Cola to understand consumer motivation when thinking about personality and identity? (Please go to Question 76 to see case)