The brand positioning for Coke was being the leader in refreshments. They wanted to stand out from the crowd and so the slogan read “It’s the real thing”. Coke is suggesting that all other competitors are not the real thing, meaning not true in taste. It’s trying emit an image that it’s true and pure in taste. When consumers think of Coke, it should be about the flavor and taste of the beverage. According to the VALs surreys, innovators would respond to this type of brand positioning because Coke is the real taste of cola. Believers would also be a good candidate since they favor U.S. products and they are loyal to their brands. Achievers would also react to this kind of brand positioning because they favor more established products. Experiencers would feel for this too because they want the “in” thing and at that time Coke was the “in” thing.
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