• Communicating through the "world game", for brand and corporate reputation (PDF)

Communicating through the "world game", for brand and corporate reputation in full in PDF format taken from edition 8 of Business Case Studies.

This case study looks at the reasons why Coca-Cola supports 'the world game'. Coca-Cola focuses on the football fan rather than football itself, i.e. promoting the playing and watching of football rather than helping to fund professional clubs. Coca-Cola has a long-standing commitment to encourage young people to participate in team sports and live a healthy and active lifestyle.

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Communicating through the "world game", for brand and corporate reputation (PDF)

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