Brands As Ideological Symbols: The Cola Wars

Abstract

The Coca-Cola Company is the undisputed global leader in the cola industry.  Despite its size and marketing savvy, the company has faced a barrage of competition from new companies in the Middle East and some parts of Europe.  These companies have tried to create a niche for themselves by tapping into the anti-U.S. sentiment that prevails among a section of population in these markets.  We review three such competitors, Zam Zam Cola, Mecca Cola, and Qibla Cola and their strategies for challenging the global giant.