The Coca-Cola Company is the world’s largest beverage company. It offers refreshments to consumers with more than 500 sparkling and still brands. Coca-Cola is the leading brand. It is one of the world’s most valuable and recognizable brands. The company’s portfolio features 17 billion dollar brands that include; Diet coke,Fanta,sprite,Coca-Cola zero,vitaminwater,powerade,minute maid,Simply,Georgia and Del Valle.This paper will analyze the Coca-Cola brand using Simon Sinek’s What-How-Why framework. It will assess the extent to which the brand is authentic, relevant and unique. It will also discuss how it delivers purposeful positioning.

Brands can only win if they aspire to win. Operations, marketing, and distribution all play a role in the winning of a brand. Nevertheless, having a guiding aspiration is important (Simon-Sinek).The guiding aspiration should be the purpose to win. The Coca-Cola brand has a purpose to win. To become the leading brand globally. So much advertising and promotions are done on it.A recent report on best global brand conducted by Interbrand placesCoca-Cola at the top of the list. It stands out and leaves all its competitors to wonder about the exceptional marketing and branding strategy of the Coca-Cola. The constant evolution of the brand packaging and positioning leads to the exceptional success of Coca-Cola.

The company does not waste any opportunity to relate its product with the great global commemorations and other global events. For example in the FIFA 2010 World Cup, it launched a latest edition of Somali-Canadian K’Naan’a Waving Flag song. The occasion was watched by a huge number of people. The song was part of the branding strategy of Coca-Cola that spread so fast in social media, television commercials. And was also linked in the general thread of the event. The factors in the branding strategy of Coca-Cola have always had a relationship with the sense of joy, unity and togetherness. Coca-Cola targets are connecting people in certain ways: family, happiness, culture, music, and sports.

The company’s principle is to keep the extent of cleverness of its clients. Coke, for this reason, has been viral on various social media. It has more than 35 million fans on Facebookcompared to other brands like Pepsi which has only six million funs. It also has more than 405,000 followers on twitter. Statistics indicates that Coca-Cola videos and commercials have been viewed countless times. According to the company’s Vice President for Integrated Marketing, having fans react to the brand is important because they are the consumers of the product. Coca-Cola has recently launched a unique white coke can that bears the pictures of bears and is advertised on social media network. The different branding strategies of Coca-Cola Company has embedded the brand in the lives of many people globally. The unique branding strategies also makes sure that the product is well positioned in the market.