In addition, there were quite large differences between flavor variants in their color, typography and layout. These were also harmonized with a coherent design, in which the most recognizable brand assets dominated each flavor.
Coca-Cola also renewed their packaging, to give more breathing space to their most important brand assets. Where the packaging of the sugar-free Coca-Cola Light and Zero variants were previously wrapped in silver and black respectively, red now dominates on every Coca-Cola variant. Closer to the core.
The color on top of the can and the visual lebanon telegram data below the logo communicate the flavor variant. This reflects the crucial lesson Coca-Cola learned in the 80s: brand first, flavor second.
Coca-Cola bottles
Unique brand assets (also called Distinctive Brand Assets in research literature) are all cues that make the brand recognizable. They form the recognition points in the environment, which automatically activate all the built-up associations in the brain at the moment that matters: in front of the shelf.
A brand with more assets has more mental availability in the brain. Consumers will therefore think of the product a little more often in purchasing situations, and the product will automatically catch their attention a little faster.
A brand asset is only valuable if it is both recognizable and unique (Romaniuk, 2018). This means that the asset links to the desired brand for many consumers (= recognizability), while at the same time having as few links as possible to competing brands (= uniqueness). The largest brands in the world – and small brands with the greatest growth ambitions – keep a close eye on the value of their brand assets with monitoring research into their distinctive brand assets.