... trust and loyalty with the audience" (as stated in Davis (2009), p52)). It can be seen that the encoder uses the brand's personality and its links to family and friendship to appeal to both younger and older generations, bringing emphasis to the idea that coke is an integral part of the family experience. This emphasis on coke's 'family' personality ... create an emotional connection between its product and the consumer. It is also been made clear that the brand's success can be attributed to the fact that it has stayed true to its roots by retaining its early-founded identity and ...

• Word Count: 2659
• Approx Pages: 11
• Has Bibliography
• Grade Level: Graduate