By: Mahrukh Karimi
What’s in a name? That which we call a coke by any other name would taste as sweet…or would it? In my analysis of its name and brand identity, I will discuss Coca Cola’s use of literal meaning, lexical implications, resulting imagery, other features, and how these characteristics work cohesively in defining Coca Cola as a brand and an icon.
Origins
In 1886, a Civil War veteran named Dr. Pemberton took advantage of the Temperance Movement and its resulting rise of fountain-drink popularity. As a chemist, he developed the recipe for this sweet beverage made from coca leaves and kola nuts. While Dr. Pemberton invented the drink, his business partner, Frank Robinson marketed it as the brand we know and love today. Robinson named the product “Coca-Cola” after its primary ingredients. When asked why he changed “kola” to “cola”, Robinson responded that it was “euphonious, and on account of my familiarity with such names as ‘S.S.S; and ‘B.B.B’,”. His clear understanding of what the market wanted was also reflected in his use of Spencerian script for the logo. At the time, Spencerian was a fashionable font and provided the perfect image for Coca-Cola as a new and innovative company.
Coca-Cola, broken down
The alliteration of the /k/ sound in Coca-Cola is memorable and flows of the tongue. The name could cause associations with the words “cocaine”, “joke”, “bloke”, “cake”, and “cock”. The /k/ sound also draws connections to “kid”, “caffeine”, and “can”. “Cocaine” and “caffeine” are addictive substances. “Joke”, “cake”, and “kid” all contribute to the nostalgic factor Coca-Cola harnesses. “Can” and “caffeine” are also very definitive to Coca-Cola as a beverage. The semantic activation from the name “Coca-Cola” perhaps plays a role in its successful marketing as a wanted nostalgic beverage.
Lexical Use
Though it isn’t likely Robinson knew at the time, naming the company “Coca-Cola” set the tone for its future as a leader in the beverage market. In its name, Coca-Cola features the two main ingredients found in cola, a sweetened, carbonated soft drink. “Cola” itself implies that it is Coca-Cola, despite being a generic term for this type of soft drink. Therefore, when a cola is requested, a Coca-Cola is assumed, despite a Pepsi being just as likely as another cola drink. The name “Coca-Cola” sets the company’s stance as an encompassing entity.
Coca-Cola blatantly acknowledges this connection in many of its advertisements. In its 1970’s “It’s the Real Thing” campaign, Coca-Cola uses its lexical value as a generic term to its advantage. The term “Coke” is commonly used in the United States as a shortened version of “Coca-Cola”. However, it is also used as an equivalent to “soda” or “pop”. The ad states, “Only Coke is Coca-Cola and only Coca-Cola is Coke. It’s the real thing. Coke,”. With this ad campaign, Coca-Cola made consumers aware of this lexical use. Consumers would then think of Coca-Cola as the real “coke” even when the term was used generically. By addressing this connection, Coca-Cola turned a language feature into free advertising.
While people refer to Coca-Cola as “coke” in the United States, it is often referred to as “cola” elsewhere. The silent e at the end of the word “coke” perhaps limits non-English speakers because ⟨e⟩ is a sound not commonly found elsewhere. Therefore, the other part of “Coca- Cola” is used as a shortened version of the lengthy name. The same principles applied in the “It’s the Real Thing” campaign can thus be applied outside of English speaking countries as well.
Semantics
For more than a century, Coca Cola has been establishing itself as a global market leader. Its name and logo have come to represent capitalism in its purest form. Coca Cola has, as a result of its unarguable success, become ingrained in our culture, language, and minds. Its name itself immediately sparks feelings of togetherness, sharing, happiness, and nostalgia.
This semantic activation is arguably most effective in the feeling of nostalgia. This nostalgic association started with Frank Robinson’s use of the font “Spencerian” in Coca-Cola’s initial branding. Though the font was initially fashionable, its consistent use since then has developed it into a nostalgic icon for Coca-Cola. The cursive letters, white and crisp against a red background, have become one of the most internationally recognized symbols in the modern world. Though the font is outdated, its old-world feel takes consumers back to a simpler time. Coca-Cola’s successful advertisements in the 50’s -70’s also continue to trigger images of pin-up girls, glass contour bottles, and the “American Dream”.
To conclude Coca Cola uses its self-awareness to create an identification that people around the world resonate with. Its ability to use its name as lexical terminology plays to its advantage in advertisements and cultural application. This, alongside its history as the leading competitor in the beverage market, sets a safe place for Coca Cola as an innovating empire. The name “Coca Cola” alone has the semantic meaning to be a sustaining marketing tool. Ultimately, Coca Cola use all of its resources decisively and effectively, resulting in a very successful brand identity.