TITLE

Coke Crisis: Equity erodes as brand troubles mount

AUTHOR(S)
MacArthur, Kate; Linnett, Richard
PUB. DATE
April 2000
SOURCE
Advertising Age;4/24/2000, Vol. 71 Issue 18, p3
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article analyzes the factors contributing to the erosion of Coca-Cola Co.'s brand equity. Coca-Cola's falling profits and stock price was examined. Coca-Cola's efforts in redirecting its marketing strategy was described. Coca-Cola's Chief Executive Officer Doug Daft is attempting to distance himself from the errors of the company's prior management. The class-action discrimination lawsuit filed by eight current and former employees against Coca-Cola was discussed.
ACCESSION #
3022645

 

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