Top Brands Watch: Coca-Cola

Coca-Cola is the most recognized brand in the world. Coke is sold in over 200 countries. The Coca-Cola Company uses a multi-channel, Internet marketing strategy. Here is a breakdown of some of the many Coca-Cola Internet properties and how they are using domain names for advertising and branding.

Even the top global brands are often slow to adapt to domain name strategy and new media. Coke seems to be laggards in some areas on the Internet as Coke has sometimes slowly adapted to new Internet techniques. For instance, Coke’s company blog was launched in 2008. The company joined YouTube in 2006 and has not ramped it up yet as the official Coke YouTube channel currently has less than 15,000 subscribes and less than 4 million channel views (YTD).

Doing things backwards and breaking domain name rules? Domain experts would most likely agree a domain strategy of using their short, four letter web address ‘Coke.com’ as the main e-Commerce site and recommend both Coca-Cola.com & CocaCola.com to re-direct to Coke.com (the opposite of what Coke is doing today). As for CocaCola.tv and Coca-Cola.tv (best to go without the hyphen as the main site), and wouldn’t it make logical sense to prioritize the Coca-Cola TV site which is currently only in Spanish- especially as video search is emerging so rapidly. Thus,  it makes perfect sense to build out video site as a global TV site (multilingual for all countries!). Moreover, Coke.tv does not reslove but would be more powerful as the go-to web address for Coke TV instead of Coca-Cola TV or at least co-branded as two video sites.

In sum, there is always room for improvement with a domain name strategy and even for the big time pros like Coke. Who owns the powerful, category defining, generic, four-letter (4L) domain name- ‘Soda.com‘ (currently a parked ad site)? Coca Cola is numero uno as a global brand but their naming and branding is not perfect. Red Bull kicks their butt in the energy drink market, don’t they?

P.S. Also, we suggest ‘CokeBlog.com’ instead of ‘Coca-ColaConversations’. The “Keep it Simple Stupid” approach 😉

* Coca-Cola is the first company featured in our new ‘Top Brands Watch’ series about top global brands use of domain names in advertising.

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