National Branding in Post-Communism Country: The Case Study of Kofola a. s.

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F26968631%3A_____%2F11%3A%230000048" target="_blank" >RIV/26968631:_____/11:#0000048 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
National Branding in Post-Communism Country: The Case Study of Kofola a. s.
Original language description
The contribution deals with Czech cola drinks market development after 1989, the year of significant changes in czech and Slovak political and economic situation. On the example of traditional cola drink producer Kofola a.s. is shown how to survive the dramatic changes and compete with the global players such as Coca-Cola and Pepsi. The marketing strategy of Kofola a.s. is mainly based on its tradition, COO effect, differentiation and consumer ethnocentrism. Brand strategy of Kofola a.s. is based on it?s rich historical tradition. The drink with the same name was developed on the behalf of the formulated requirement by the government of Czechoslovakia to produce soft drink which would be able to substitute the west cola drinks. Kofola was developed after two years of research in 1960 and very quickly became very popular in the Czechoslovakia. The second pillar of the strategy is the COO effect and consumer ethnocentrism that help to Kofola to protect their market share because drinking
Czech name
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Czech description
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Publication year
2011
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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