Research Article

Internet Branding: Cherry Coke case

Cheol Park¹ · Cheol-Ho Shin²

¹ Korea University, ² Sungshin Women's University

Published: January 2005 · Vol. 9, No. 1 · pp. 33-54

Full Text

Abstract

This case examined an online branding process of Cherry coke by Korea Coke Cola and Daum Communications. They selected Internet as an effective communication media with their target customers at launching of Cherry Coke. The company used only online marketing communication tools including Cherry Zzang character and Website, online teaser advertising, avatar gift, and viral marketing of Cherry Zzang, etc. Online marketing communication with teenager was successful but sales of Cherry Coke in offline stores were not. The case showed a convergent marketing between online and offline for the successful branding of consumer goods.

Keywords: 이비즈니스인터넷마케팅온라인 마케팅온라인 프로모션마케팅 커뮤니케이션브랜딩사례

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