PROMOTIONAL ACTIVITIES AS ILLUSTRATED BY THE COCA- COLA BRAND
Lisa Mangone, Oliwia Skawska
Promotional campaigns are a crucial element of marketing strategies of companies that want to increase the popularity and sales of their products or services. Brand image development is an important aspect of promotional activities. The Coca-Cola company has been conducting regular promotional activities to develop the perception of the brand on the market The aim of the article is to analyze selected promotional campaigns of the Coca-Cola company and assess their impact on the perception of the Coca-Cola brand.