Brand Image – Coca-Cola

The FIFA world cup boosted conversation on Coca-Cola’s Facebook page.

The FIFA world cup is the main topic people discuss on Coca-Cola’s Facebook page. While the conversation does not have anything to do with the brand per se, people use the community of the official world cup sponsor to share, discuss or cry about anything concerning soccer. Several posts come from the same people.

Different than for example Sturbucks, Coca-Cola does not have the same amount of evangelists, which stand up for their brand, defend, help or praise the brands policy. Conversation is not as extensive. Also the fanpage has an comparably high percentage of spam posts.

Positive is that Coca-Cola responds to the customers needs. Where questions need to be answered you’ll find a friendly reply. Even in different languages.

With 2’100 comments in one week,  Coca-Cola has less conversation than Starbucks. This would account for 0.0185 comments per fan per year.

Here some nice comments:

Evaluation Method

The evaluation of the Brand Awareness and Brand Image was conducted on the comments on the Facebook Fanpage of Starbucks. The comments were analyzed according to their sentiment according to the coding scheme by Glasser &Strauss’s (1967) adopted by Jansen, Zhang, Sobel & Chowdury (2009) (Twitter Power: Tweets as Electronic Word of Mouth):

• No Sentiment: Comment has no emotion words or special punctuation, is matter-of-fact sounding, or contains just a brand mention (e.g., Wondering what time the Banana Republic store at the mall closes)
• Wretched: Comment is purely negative overall feelings or only allowed a slightly positive word. For a product , “wouldn’t buy it again”, “wouldn’t recommend it,” or “ had horrible time with it,” (e.g, Screw you Google maps. It’s good thing I have this compass and sharp stick).
• Bad: Comment contains mainly negative phrases and words, with a disappointed tone. There may be a few positive ones (e.g., Sitting next to a “smart car” in traffic. These things just look weird. About as long as rickshaw).
• So-So: Comment is a mediocre or balanced sentiment. The positive and negative statements seem to balance each other, or it is neither positive nor negative overall. Even if there are more negative phrases, the positive ones use a stronger language than the negative phrases: however, the positive ones are stronger and outweigh the negative ones (e.g. Wii fit is fine, just leave enough room around you to wave your arms!)
• Swell: Comment is mainly positive terms, such as good or nice. There may be some negative phrases; however, the positive ones are stronger and outweigh the negative ones (e.g., You might have those forever stamps that are all good no matter the price of a current stamp).
• Great: Purely positive in tone and wording in the comment expressing strong affirmative feelings with no complaints. It may have the smallest negative word, but comments are: “would definitely recommend it,” “use it again,” (e.g., Heaven on earth, the Banana Republic outlet store 40% off sale)