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Is the same idea around why companies like Coke make ads. Does anyone seriously think Coke needs brand recognition? LOL Car companies do this too. Frequently e

Is the same idea around why companies like Coke make ads. Does anyone seriously think Coke needs brand recognition? LOL Car companies do this too. Frequently expensive cars are advertised to people who could never buy them. The ad makes them associate it with luxury. That helps rich people associate it with luxury because luxury is often based on a social consensus. Maybe all ads are made to sell you things, but the thing being solid is always an idea. Sometimes that idea isn't as simple as "go buy this now"

stavros 9mo ago
Ahh, the old "I want to own this because you know you can't". Veblen goods are status symbols, and something can't confer status if nobody else knows they're supposed to be awed by how expensive it is.
dfadsadsf 9mo ago
Coca Cola actually have to run ads to stay relevant. War in Ukraine provided nice experiment - Coca Cola stopped all advertisement in Russia in 2022 and results are in. - Feb–Mar 2022 (before full production/marketing stoppage): RosIndex reported that 94.3% knew the Coca-Cola brand. - 2023 (roughly a year after global brands stopped producing in Russia): 88.6% of consumers knew the Coca-Cola brand. 5.7% drop in recognition in one year translates to billions of losses if scaled to US market. So yes, Coca Cola has to constantly run ads.
- greedo 9mo ago
  That's probably due to the fact that a good portion of consumer aged Russians are pushing up daisies in Ukraine this spring...
- simoncion 9mo ago
  If Coca-Cola both stopped advertising and stopped officially selling their products (and permitting their import) in the region, then this doesn't prove what you claim it does. Disentangle the two things, and then we can draw some conclusions.
  - dfadsadsf 9mo ago
    Coca Cola stopped officially selling in Russia but Coca Cola products are widely available due to grey import from other countries (it's present in literally every store - though prices are higher than for local brands).
  - bigstrat2003 9mo ago
    Yeah, this tells us nothing at all. Of course people aren't thinking about Coca-Cola when there's a freaking war going on.
- abdullahkhalids 9mo ago
  This is hard to believe without an underlying theory of what's happening. Did teens not know about Coca Cola and are now part of the survey? Was there rural to urban migration?
- godelski 9mo ago
  Do you have a source (link) on that? I have follow-up questions but they'll be much better if there's a source we can talk around. Literally the first result of a google search for "RosIndex" coca cola brand recognition in russia returns this thread... I get 3 results... The next is a PDF (CANnual Report) that mentions "rosindex" but around 2016 and nothing about coke and then just a slideshare. Even the LLMs are returning this thread as the source. So I have questions, but can we start with the source?

stavros 9mo ago

Ahh, the old "I want to own this because you know you can't". Veblen goods are status symbols, and something can't confer status if nobody else knows they're supposed to be awed by how expensive it is.

dfadsadsf 9mo ago

Coca Cola actually have to run ads to stay relevant. War in Ukraine provided nice experiment - Coca Cola stopped all advertisement in Russia in 2022 and results are in. - Feb–Mar 2022 (before full production/marketing stoppage): RosIndex reported that 94.3% knew the Coca-Cola brand. - 2023 (roughly a year after global brands stopped producing in Russia): 88.6% of consumers knew the Coca-Cola brand. 5.7% drop in recognition in one year translates to billions of losses if scaled to US market. So yes, Coca Cola has to constantly run ads.

greedo 9mo ago
That's probably due to the fact that a good portion of consumer aged Russians are pushing up daisies in Ukraine this spring...
simoncion 9mo ago
If Coca-Cola both stopped advertising and stopped officially selling their products (and permitting their import) in the region, then this doesn't prove what you claim it does. Disentangle the two things, and then we can draw some conclusions.
- dfadsadsf 9mo ago
  Coca Cola stopped officially selling in Russia but Coca Cola products are widely available due to grey import from other countries (it's present in literally every store - though prices are higher than for local brands).
- bigstrat2003 9mo ago
  Yeah, this tells us nothing at all. Of course people aren't thinking about Coca-Cola when there's a freaking war going on.
abdullahkhalids 9mo ago
This is hard to believe without an underlying theory of what's happening. Did teens not know about Coca Cola and are now part of the survey? Was there rural to urban migration?
godelski 9mo ago
Do you have a source (link) on that? I have follow-up questions but they'll be much better if there's a source we can talk around. Literally the first result of a google search for "RosIndex" coca cola brand recognition in russia returns this thread... I get 3 results... The next is a PDF (CANnual Report) that mentions "rosindex" but around 2016 and nothing about coke and then just a slideshare. Even the LLMs are returning this thread as the source. So I have questions, but can we start with the source?