The Image and Politics of Coca-Cola: From the Early Years to the Present

Abstract

This paper examines the history of Coca-Cola from its early years to the present and discusses how the Company perpetuated the various images it sought for Coke through brilliant leadership, marketing, and the manipulation of events, and how it was able to develop and use its political connections to overcome government-created obstacles and cultural resistance to its products both within and without the United States. The paper will discuss the history of Coca-Cola’s international expansion and will examine instances in which the Company’s image appeared to be in direct contradiction with its actions on the international level. Lastly, this paper will describe the Company’s current marketing strategies, and will address the question of corporate social and ethical responsibility and determine whether or not it is a topic that the Company ought to concern itself with in the future.