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A Protected Iconic Shape
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Soft drinks, mineral water, juices… there are so many beverage bottles existing
in this marketplace. If simply given one beverage bottle without its brand
label, many people might not be able to recall what the brand is. On the other
hand, if they are given a curvy contour bottle, many of them can instantly
recognise the bottle and the brand, Coke, even in the dark! This contour bottle
has become one of the most iconic shapes of the century - contributing to Coke’s
brand protection which in turn leads to increased brand equity through
distinguishing the soft drink from others. |
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The Classic Bottle
Of All Time |
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Coke’s contour bottle is one of the first 3D shapes that was granted with
trademark status by the US Patent Office. After getting the design patented in
1915, the brand has received tangible brand protection for its distinctive
packaging. Other organisations are not allowed to use this design without the
permission from Coke and this is why the bottle design is so unique and
recognisable in the marketplace.
For example, a
survey conducted in Ireland by the Coke Company showed that consumers prefer the
contour shaped two-litre bottle compared to the standard “straight wall” bottles
by competitors because it helps to differentiate Coke as well as having the
functional benefit of being easier to pour. This tangible brand protection has
not only brought higher brand sales to the company, but it has also led to
increased brand equity. This is because the contour shaped bottle has enhanced
consumers’ experiences with the brand and thus made the |
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brand more wanted, which indirectly increases the brand value of Coke.
Brand protection is not limited to only tangible forms like laws, but it can
also be built through the intangible factors like the emotional connection
between the brand and the consumers. Coke’s contour bottle has gone through
a series of innovative growth to reflect the changes in the market. For
instance, the company understood that the young generation of today does not
share the same emotional bond with the brand as the past generations. Hence, in
order to fit into the lifestyle of the youngsters, Coke has come out with a
series of fashionable contour bottles called
“Coca-Cola Magnificent 5”. This aluminium contour bottle has been
packaged into five different designs by using the universal language of music
and art to increase the brand relevance to the youth of today. This brand
relevance has helped to bridge the emotional connection between Coke and the
young generation which many other brands cannot provide. And thus, a brand
protection that leads to a better brand equity is being built. |
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Lovable Brand Equity |
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In short, it is essential for an organisation to understand its own Unique
Selling Proposition (USP) and the Emotional Selling Proposition (ESP) in order
to get its brand protected under both tangible and intangible forms. A protected
brand offers consumers something that they cannot get from other competitors and
hence, this makes it stand out in the flooded market. When the brand becomes
wanted, its brand value increases as well. And, this is where its brand equity
is enhanced, just like Coke! |
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Disclaimer
peopalove is a trademark of Brandington Sdn Bhd. The peopalove brand name, brand
logo, brand colour, brand elements, brand slogan and brand category are
properties of Brandington Sdn Bhd.
BRANDtalk is a trademark of Brandington Sdn Bhd and an independent publication
which has not been authorised, sponsored or otherwise endorsed by the brands
published in its articles.
The Coca-Cola name, the Contour Bottle, Coca-Cola logo and other Coca-Cola trademarks,
service marks or intellectual properties, whether registered or unregistered belong to
The Coca-Cola Company. Brandington Sdn Bhd disclaims propriety interest in the marks
and names of others.
peopalove makes every effort to ensure the information in BRANDtalk is accurate
during publication. This publication may include hyperlinks to other third party
websites as a convenience to users. peopalove has no control or responsibility
over the contents of these third party websites.
All works published by peopalove are copyrighted and any manner of reproduction
and distribution of the same are strictly prohibited.
copyright © 2010 peopalove™. All rights reserved |
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