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comparison basel i and ii
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... batteries contributes and reinforces this market strategy. This seems like a wise strategy. In comparison to Energizer, Duracell is unlikely to make much of an inroad into its competitor’s share by copying the style of a product logo, namely the Energizer Bunny, that is not only popular as a battery advertisement but has become a cultural icon.
This strategy also seems analogous the Coca-Cola company, whose trademark product Coke is floundering in comparison to sales of bottled flavored water and other competitor beverages. “Now, Coke is attempting to create advertisements by showing people behaving like real people—minus the ridiculous soda-pop ad hyper-fun, minus the toothy grins, minus the gooey sentiment.” Coke has always marketed itself as ‘the real thing.’ Thus, its current strategy is to focus on its ‘realistic’ image, and rather than to recreate itself anew, to stress the values that its company is believed to stand for. (Garfield, 2003) Coke is ‘real’ in comparison to Pepsi, these new ads suggest, as Coke’s slogan of ‘realness’ has always suggested.
However, Coke’s strategy is not completely analogous to Duracell, as the ads make use of many celebrities whom do not possess a very ‘real’ image at all, such as Cindy Crawford. Coke’s ...
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