For Customer Experience Professionals

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	November 14, 2008 Best And Worst Of Brand Building Web Sites, 2008: Soft Drink Brands by Ron Rogowski with Bruce D. Temkin, Steven Geller	Average: 9  (1 rating)

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Executive Summary

The soft drink industry features some of the most recognized brand names in the world, like Coca-Cola, Dr Pepper, Fanta, and Pepsi. But how good is the brand experience offered by major soft drink brands' Web sites? To find out, we graded the sites of four top brands on how well they communicate their Brand Image and deliver value to consumers (Brand Action). Both Coca-Cola's My Coke Rewards site and Fanta passed our Brand Image tests, but only PepsiCo's Pepsi Stuff passed our Brand Action tests. To improve the overall brand experience, customer experience professionals should be explicit about providing details of their loyalty programs and protect their brands when they partner with other companies.

TABLE OF CONTENTS

• Soft Drink Sites Offer Uneven Experiences

RECOMMENDATIONS

• Soft Drink Brands Need To Pay Attention To Both Aspects Of Brand
• Supplemental Material
• Related Research Documents

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