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.

chapter 2|14 pages

Coke and the Hilltop

chapter 3|12 pages

Coke and the Super Bowl

chapter 4|18 pages

Coke and the media

chapter 5|12 pages

Coke and gender

chapter 7|14 pages

Coke and design

chapter 8|15 pages

Coke and sustainability

chapter 10|15 pages

Coke and the Cold War

chapter 12|14 pages

Coke and the beach

chapter 13|9 pages

Coke and the kids

chapter 14|19 pages

Coke and health

chapter 15|8 pages

Coke and the competitor