Trends Report

Best And Worst Of Brand Building Web Sites, 2008: Soft Drink Brands

November 14th, 2008
Ron Rogowski, VP, Executive Partner
Ron Rogowski VP, Executive Partner
With contributors:
Bruce Temkin , Steven Geller

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.

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