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1. )B:IO@>A =5 I:Q:6: =5 Coca-Cola: http://www.thecoca!

colacompany.com/heritage/pdf/cokelore/Heritage_CokeLore_trademarkchronology.pdf

2. ->E>A, B>D>A > ?:9H:956>B=> @7==:E6>: http://www.thecoca!

colacompany.com/ourcompany/mission_vision_values.html

3. *7?I5;>, ;<D>?5 > case studies:

a. Coke Creatures - Yeah Yeah Yeah La La La:

http://www.youtube.com/watch?v=3sFuHzJyp0E

b. Open Happiness 3: http://www.youtube.com/watch?v=9dUUbLYtUCo

c. The Open Happiness Song: http://www.youtube.com/watch?v=Cxfkg3RaRjs

d. Encounter: http://www.youtube.com/watch?v=IdPf5YJTgWo

e. History of Celebration: http://www.youtube.com/watch?v=!M3Q54rPjQw

f. Waving Flag – Official World Cup Song:

http://www.youtube.com/watch?v=CxWX1yGcsHQ

g. Snowball: http://www.youtube.com/watch?v=wlNMtgweJf0

h. Avatar: http://www.youtube.com/watch?v=1XJcGiTM39s

i. Library: http://www.youtube.com/watch?v=m4ZZ_ka1870

j. Dubai Guinnes Record: http://www.youtube.com/watch?v=2mOrordNmeE

k. Happiness Machine: http://www.youtube.com/watch?v=lqT_dPApj9U

l. Open Happiness Launch, Australia: http://vimeo.com/9439783

m. Spot in the Coca-Cola Label: http://www.youtube.com/watch?v=UkiYt6Ofl_4

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1 Kotler, Philip et al. Principles of Marketing, 4

th European Edition. Prentice!Hall, 2005, p. 726!727

2 "#$%&', ()*#'%&. PR.!"#$%&%'() $* +,-"#*. +., ,#*-&., 2003, /. 137


th European Edition. Prentice!Hall, 2005, p. 754

4 0*1/2&', 3#')#*. ./"01*2*$" ( 2&()$(". +., +145#, 2008, /. 115

5 McQuail and Windhal, 6121*#.& ' 7#82#.)914', 0*1/2&. 3*45%$() 2 4"6&*5$*7* 6%5+$(6*8(). 9%:

-4";*4"1"$*. +., +145#, 2006, /. 406

6 "#$%&', ()*#'%&. PR.!"#$%&%'() $* +,-"#*. +., ,#*-&., 2003, /. 142


th European Edition. Prentice!Hall, 2005, p. 730

8 7#82#.)914', 0*1/2&. 3*45%$() 2 4"6&*5$*7* 6%5+$(6*8(). 9%:-4";*4"1"$*. +., +145#, 2006, /. 24

9 Tellis, Dr. Gerrard J. and Prof. Tim Ambler. The SAGE Handbook of Advertising. Sage Publications, 2007,

Section V: Planning, Ch.1: Advertising Creativity, p. 4

10 "#$%&', ()*#'%&. PR.!"#$%&%'() $* +,-"#*. +., ,#*-&., 2003, /. 146, %#%2& 1 54%61: .# Stephen O’Regan,

Senior Lecturer at the University of Roehampton .# 24-# Brand Equity

11 Tellis, Dr. Gerrard J. and Prof. Tim Ambler. The SAGE Handbook of Advertising. Sage Publications, 2007,

Section I: Overview, Ch. 4: Advertising and Brand Equity, p. 3

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P*!*"('( ,*!$"(!5"(:

1 Flew, Terry. New Media. An introduction. 3

rd Edition. OUP Australia and New Zealand. 2007, p. 42

2 Huberman, Bernardo. Social Attention in the Age of the Web ! Working Together or Apart: Promoting the

Next Generation of Digital Scholarship. Council on Library and Information Resources, Washington, 2009, p. 67

3 !" "#$%$&'($ )&(($ "* Facebook +,- 22 -&. 2010 /.: http://www.facebook.com/press/info.php?statistics

4 01"23) $45'3)6&(3 (& &-32$+&(5+&*& -&2+3*$(/"6& &/3(%$7 HubSpot, State of the Twittersphere, January

2010: http://www.hubspot.com/Portals/53/docs/01.10.sot.report.pdf

5 !" 3)("$-3((&*& +($/& (& Joseph Jaffe Join the Conversation: How to Engage Marketing"Weary Consumers

with the Power of Community, Dialogue, and Partnership

6 Jaffe, Joseph. Jaffe TV #98: The Future of Media. http://www.jaffejuice.com/2010/05/jjtv8988the8future8of8

media8explained8by8the8first8real8social8media8guru.html

7 Edelman Trust Barometer 2009:

http://www.edelman.com/trust/2009/docs/Trust_Barometer_Executive_Summary_FINAL.pdf

8 *32-$( "* 9&6&4&+$, :&.. #$% &$ '()*+%$,- %(.%/+-.,0,- 10. Princeps, 0., 1998

9 Brogan, Chris and Smith, Julien. Trust Agents. John Wiley & Sons, 2009, p. 14

10 Why Trust Matters, Edelman Trust Barometer 2009:

http://www.edelman.com/trust/2009/docs/Trust_Barometer_Executive_Summary_FINAL.pdf

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+'5"&14& $.D& + 34+))& -+)+* )& 96A.

96A-,!"&!35+* )& Coca-Cola

F %"&* )& 2009 5$4+)& The Coca-Cola Company $.*(+ ,($*!&

3/)0/) &#4! +&) &.1#2 $ ) $4#&#. */ 2020 1/*#!

(2020 Vision). 3"+$')& :&,! $! $.*(3)+!3 #-&)$(3 .*2&

,(0"'&)+ , %$/8)+%&=+$))+!3 =3-+ )& %$/#&)+*!& +

%$)%"3!)$ "&'(+!+3!$ )& ."&)4& Coca-Cola. A&!$ +.)#/$!

1).>3 )& /&"%3!+)5 3%+#& 3 $!:3!3)$ &4%)*. +.)#/$!#2 4%&).>.!

;/3-+: "9/&H3 #3"+$4, ( %$?!$ )&H&!& %$/#&)+* '&58.+ #0!* ,+," %&'(&

682!&" A3)!, CEO )& %$/#&)+*!&. "I*2/3 !(0"43 7$%8,+"&)+ %0/ (0!"3H)+!3

#"$=3,+ ( %$/#&)+*!& + )3 ,3 7$%8,+"&2/3 4$,!&!0:)$ (0"28 #"$/3)+!3, %$+!$

,3 ,-8:(&2& , #$!"3.+!3-+!3 + %-+3)!+!3 )+. G& #"&%!+%&, .*2/3 !(0"43 '&3!+

4& 5-34&/3 !&.-$!$ )& &(!$/$.+-& + )3 $."0D&2/3 4$,!&!0:)$ ()+/&)+3 )&

,(3!& $!(04 #"34)$!$ ,!0%-$."8 ?!.+ 3/,0 !#2& +. ;/3-+#) 4%):-

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) ,3 , !* ,3 * 0&#) ! ,.+&!#&. 0 $ )#, '& 4& $,!&)3 &43%(&!)& + .-+'%&

4$ #$!"3.+!3-+!3.

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!32)+!3 )814+, %&!$ #$ !$'+ )&:+) /+& 4 42)! ! 3/)0/) &#4! & +#

;#"/+/;#2 /& ! 5 "/&/ ! 4.3 . J$."+!3 "3'8-!&!+ )& Coca-Cola #$ ("3/3

)& @$-*/&!& 43#"3,+* ( ;< ,3 40-1&! )& !$(&, :3 %$/#&)+*!& „3 $,!&)&-&

$!4&43)& )& "3%-&/&!& + %$/8)+%&=+*!& , %-+3)!+!3 ,+” – #$ 48/+!3 )&

!$5&(&H)+* #"3'+43)! )& %$/#&)+*!&, K$.0"! L4"07. J)3H)+*! /8 )&,-34)+%,

5-) A3)! $!.3-*'(& „ +-)&!& 4+,=+#-+)& + -4 6.!#. 3%, 3"#.!&#&. ,&

!"#$% &' ()%*% +! ,)$-!. .+#%/)$)!+$ *!),%#$+/'($ ,'*0+$,!1$$ +! Coca-Cola

23 „2(. 45$*%+# 67)$8",$”

9:;4, 4!#%8)! „4'*0+$,!1$< $ ()=-,$ " '>?%"#(%+'"##!”

@!"$5%+! @=5A!+'(!, B.+. 80550

!". 41

#$/$5)&-+ )& The Coca-Cola Company 4& #"3$4$-33 )&?-5$-*/&!& +%$)$/+:3,%&

%"+'& ( &/3"+%&),%&!& +,!$"+*. 0D+*! 8"$% 3 (&-+43) + 4)3,.”9

B$ $!)$H3)+3 )& %$/8)+%&=+$))+!3 %&)&-+ Coca-Cola '&*(*(& )&/3"3)+3!$ ,+

4& "&')$$."&'+ )&:+)+!3 '& 4$,!+5&)3 4$ =3-3(+!3 #8.-+%+, , %$3!$ 4& $!5$($"+

)& #"$/3)*D&!& ,3 + (,3 #$-7"&5/3)!+"&)& /34+?)& ,"34&: „>)&3/, )&#"+/3",

:3 8,#320! )& )&H&!& /&"%3!+)5$(& %&/#&)+* “Open Happiness” )3 ,3 40-1+ )&

)*%$-%$ ,!"&2$!)+ !3-3(+'+$))+ "3%-&/+. F/3,!$ !$(& !$? D3 %$/.+)+"& +

,+-&!& )& ! 0%"!/ #!&.1)#) ! 1"/( "! 3 ,0 !#2, 3/2&/ ) (/&# !

,!/1/ !#4 4 ,!/1/ *%)6 4# # 3-"&-)# # #$0/"$4 (/1 &/

) $!//() $#. /& ,.*## # 3/,-!#3 8#/!!# 3 ! "#.”10

B$,-34)& + (,3 #&% /)$5$ (&1)& !$:%& ( )$(&!& /&"%3!+)5$(& ,!"&!35+* )&

Coca-Cola 3 /+%$! 4 !.&/ ! 4 6!/+&& ! +%*%)6 !#.&/, +%$* *.!/ /&

0/&).(#&."# 4 +/8# "!#&. ,.*##. F+=3-#"3'+43)!0!, %$?!$ $!5$(&"* '&

+)!35"+"&)+!3 /&"%3!+)5$(+ #-&)$(3 )& %$/#&)+*!&, L3)4+ A-&"%, '&*(*(&, :3

)3 ,&/$ %$/#&)+*!& /$13 4& "&'%&'(& +,!$"++ '& /&"%&!& – !$(& /)$5$ 4$."3

/$5&! 4& )&#"&(*! + )3?)+!3 73)$(3. B$!"3.+!3-+!3 3134)3()$ )&#$/)*!, :3

."&)40! Coca-Cola (,0D)$,! #"+)&4-31+ )& !*2 + !3 $#"343-*! )35$($!$

"&'(+!+3. B$ $!)$H3)+3 )& #$(343)+3!$ ( ,$=+&-)+!3 /34++ /&"%&!& '&*(*(& +

13-&)+3!$ * .4/"<#) /& )/"2& ! 0)/*-8.!& ! &.".4#$#/!!#

).3" ,# */ 0/$#8#2& ! +%$* &." ! 8.!!/ +%*%)6 !#..11

+-& + ')&:3)+3 )& 3/$=+$)&-)+!3 &#3-+ ( 96A

J(&!& ($43D+ &#3-& ( !3%8D&!& %$/8)+%&=+$))& -+)+* )& Coca-Cola, D&,!+3!$

+ ,#$43-*)3!$, ,& #"34&43)+ )& (,+:%+ )+(& ( /&"%3!+)5$(+!3 &%!+()$,!+ )&

/&"%&!& )& 5-$.&-)$ )+($, %&!$ #$42$40! 3 -$%&-+'+"&) ( $!43-)+!3. J$."3 3

#0"($ 4& $.0")3/ ()+/&)+3 )& (0#"$,& '&D$ +'#$-'(&)3!$ )& &#3-+ ,0, ,+-3)

3/$=+$)&-3) '&"*4, %&%(+!$ ,& +'(343)+!3 4(& #$-5$"3, 3 (&1)$ ( /&"%3!+)5&

%&!$ =*-$ + '& 96A ,!"&!35+*!& )& Coca-Cola ( :&,!)$,!.

!"#$% &' ()%*% +! ,)$-!. .+#%/)$)!+$ *!),%#$+/'($ ,'*0+$,!1$$ +! Coca-Cola

23 „2(. 45$*%+# 67)$8",$”

9:;4, 4!#%8)! „4'*0+$,!1$< $ ()=-,$ " '>?%"#(%+'"##!”

@!"$5%+! @=5A!+'(!, B.+. 80550

!". 42

M/$=++!3 /$5&! 4& .04&! )&?-#"$,!$ %-&,+7+=+"&)+ ( 34)& ,#+".!

3//)*#! &! +#+&., 0/ /+#&. „#!&.!$#4!/+& ! 5-4+&4/&/” #

"#!#2& „0)#2&!/ – !.0)#2&!/”. 6&"%3!$-$'+!3 )&?-:3,!$ +'#$-'(&!

+#"!# 0/$#&#4!# .,/8##, )$ '& $#"343-3)+ #"$48%!+ ,3 +'#$-'(&! +

)35&!+()+ 3/$=++ (,!"&2, $!("&D3)+3, H$% + 4".) 9 ( 4(&!& ,-8:&* $.&:3 ,3

'&-&5& )& :8(,!(& , (+,$%& +)!3)'+()$,!, !0? %&!$ !3 0)#4"#5 & 4!#, !#.&/

0/-*/(). + #$'($-*(&! /&"%3!+)5$($!$ #$,-&)+3 4& 4$,!+5)3 #$--3,)$ 4$

=3-3(+!3 #8.-+%+. N$'+ #$42$4 3 $,$.3)$ (&13) #"+ /&"%3!+"&)3 )& ,!$%+ '&

(,3%+4)3()& 8#$!"3.&, %&%(&!$ 3 %&!35$"+*!& )& 2"&)+!3 + )&#+!%+!3. N8% +/&

,3"+$'3) )#+3 +&/3 & * +. ) $1".6* ! (#&/4/ !#4/ + 4& ,3 #"3(0")3 (

#"$48%! , )+,%& ,!3#3) )& $.(0"'(&)3 '& #$!"3.+!3-* (commodity). >& 4& ,3

$!-+:+ #"$48%!0!, !"*.(& 4& ,3 +'5"&4+ &,$=+&=+* ,0, ,+-)+ 3/$=+$)&-)+

2&"&%!3"+,!+%+ – !$:)$ '&!$(& Coca-Cola )3 #"$4&(& 5&'+"&)& )&#+!%& , %$73+)

'& !$)+'+"&)3 + 8!$-*(&)3 )& 1&14&!&, & #"+%&)(& #$!"3.+!3-+!3 4& ,+ ('3/&!

„a Coke and a smile” („Coca-Cola + 8,/+(%&”). '%* 4 !.&/ ! .,/8#/! ".!

/&3"#3 3%, 0)/*-3& $ +#"4 4.)/2&!/+&& $ 0)/* 6( . N$(& 3 :3,!$

+'#$-'(&) #"+)=+# #"+ !. )&". „&) !+;/), 8#/!!# ).3" ,#”

(“transformational advertising”), %043!$ #8.-+%&!& 3 #"3)3,3)& (0(

(+,$%$3/$=+$)&-3) (0$."&1&3/ ,(*! :"3' +'#$-'(&)3!$ )& /8'+%&, 28/$" +

+'#$-'(&)3 #"+)=+#& )& )&"&!+(&12.

K&'.+"& ,3, :$(3H%+!3 3/$=++ ,& ,-$1)& #,+2$-$5+:3,%& /&!3"+* + /)$5$

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3/$=+$)&-)+ &#3-+ ( %$/8)+%&=+$))&!& ,!"&!35+*. N0? %&!$ #"+ #$(3:3!$

!3$"++ ,3 )&.-E4&(&! /3148%8-!8")+ "&'/+)&(&)+*, !3 )3 ,& #"+-$1+/+ )&

5-$.&-)$ )+($. B"+ 96A )& 5-$.&-)& /&"%& %&!$ Coca-Cola /$13 4& .043

+'#$-'(&)& &./)#2& ! .,/8#/! "!#&. #$,.).!#2 (Dimentional theory,

Russell and Mehrabian, 1977), ( %$*!$ 3/$=++!3 ,3 %-&,+7+=+"&! )& .&'&!& )&

&)# #$,.).!#2 #$ $,+!3 „0)#2&!/-!.0)#2&!/”, „4%$(-* -+0/3/7+&4#.”

+ „*/,#!#) !.-/&+&%05#4/+&” („pleasure–displeasure, arousal–calm, and

!"#$% &' ()%*% +! ,)$-!. .+#%/)$)!+$ *!),%#$+/'($ ,'*0+$,!1$$ +! Coca-Cola

23 „2(. 45$*%+# 67)$8",$”

9:;4, 4!#%8)! „4'*0+$,!1$< $ ()=-,$ " '>?%"#(%+'"##!”

@!"$5%+! @=5A!+'(!, B.+. 80550

!". 43

dominance–submissiveness” +-+ PAD-!3$"+*). O&"&%!3")$!$ !8% 3, :3

).$-"& &#. + +) 4!#&."!/ -+&/75#4# 4 ) $"#5.! 3-"&-).! 3/!&.3+&

+ :"3' $!43-)+!3 +'/3"3)+* /$13 ( 5$-*/& ,!3#3) * +. 0).*4#*#

0-("#5!#2 /&$4-3 %0/ 4&43)$ 3/$=+$)&-)$ '&"343)$ #$,-&)+3. B"+ Coca-

Cola 3/$=+$)&-)+*! '&"*4 $.+%)$(3)$ ,3 4(+1+ #$82"/ 4 3 &.1/)#2&

„0)#2&!/”, : ) 3&.)#$#) +. +%+ +#"! +&.0.! ! 4%$(-* #

#!&.!$#&.& ! .,/8#2& , 3 3&/ # + !.-&) "! 0/$#8#2 0/ "#!#2& !

*/,#!#) !.&/, 3 &/ 3/,-!#3 8#2& 0/-+3/)/ 0)#3 !2, (.$ *

$ *%"6 4 $)#&."2 – "&':+!& ,3 +'=*-$ )& ,+-&!& )& #0"(+!3 4(3 +'/3"3)+*,

%$+!$ 4& 8(-3%&! #8.-+%&!& + 4& ? 4&4&! 3/$=+$)&-3) /$!+( '& ,&/$,!$*!3-)$

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;#3-+!3 '& D&,!+3!$ + ,#$43-*)3!$ ( 96A )& Coca-Cola

N8% D3 "&'5-34&/3 )*%$+ $! )&?-+)!3"3,)+!3 , )3.&#!1/4# 3&#4!/+&#,

$,0D3,!(3)+ $! Coca-Cola )& "&'-+:)+ #&'&"+. G& .&'& #"+/3"+!3 D3 .04&!

+'(343)+ 3"<5/4# $! 8#, , %$+!$ 3 #"34&43) &#3-& '& D&,!+3!$ + &#3-& '&

,#$43-*)3!$ + $!%"+!$,!!&.

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#"34&43) &#3-0! '& D&,!+3!$, 3 4.)( "!/&/.

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%$/8)+%&=+*!& ,3 $,0D3,!(*(& #$,"34,!($/

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((-*($), !&%& + !3-3(+'+$)3) ,#$! ( !.

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!"#$% &' ()%*% +! ,)$-!. .+#%/)$)!+$ *!),%#$+/'($ ,'*0+$,!1$$ +! Coca-Cola

23 „2(. 45$*%+# 67)$8",$”

9:;4, 4!#%8)! „4'*0+$,!1$< $ ()=-,$ " '>?%"#(%+'"##!”

@!"$5%+! @=5A!+'(!, B.+. 80550

!". 44

+1 ,. (4(%. -(2$1'&).

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PQRS [hTdonT] "84$($-,!(+3") 3 2&"&%!3")$ '& /&"%3!+)5$(+!3 #$,-&)+* )&

Coca-Cola. N$ ,3 $#"343-* %&%!$ $! '&4&43)&!& ."&)4-7+-$,$7+* (4& ,3

)&,-&14&(&H )& #"$,!+!3 84$($-,!(+* ( 1+($!&), !&%& + $! ,&/+* 2&"&%!3" )&

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)$ =(3!$(3!3 ,& 2&"&%!3")+ + '&

!3-3(+'+$))+!3 ,#$!$(3 ( !. Happiness

Factory 3 & History of Celebration

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23 „2(. 45$*%+# 67)$8",$”

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@!"$5%+! @=5A!+'(!, B.+. 80550

!". 45

F !&'+ "3%-&/& 3 ()8H3)& + )/"2& ! (-&#"3 & Coca-Cola 3 &/

4%">.(!/ +).*+&4/ $ 0/(.* ! * 0.+#,#$, . 6+!$-$5+'+"&)3!$ )&

)&#+!%&!& 3 )&:+) 4& ,3 '&,+-+ 3/$=+$)&-)$,!!& )& #$,-&)+3!$. N8% Coca-Cola

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.8"3)$,)+ $.-&=+).

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Cola. J& ('3/3/ '& #"+/3" #$,-34)&!& !"3!& "3%-&/& $! ,3"+*!& “Happiness

Factory” ( !. "#$%&'()&*+& ,-&$.!(+&/). N8% /$13 *,)$ 4& ,3 (+4+ )/"2&

! (-&#"3 & Coca-Cola 3 &/ , 1#5.+3/ +).*+&4/. F )&:&-$!$ )& ,#$!&

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23 „2(. 45$*%+# 67)$8",$”

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!". 46

o N$(& ! "#$%&'() !"!#$%& '(! !&!)! ('. *$+,!'&-$ (! Coca-Cola

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"!#+)0$ &,& (! 03,9$/(&-$ "),$-! (! :! -&$-) 030 „;!/#&+!-! .!

:! -&$”.

o /!(!+#+&+0'1(% .23+ ! 4 %5 4% 3%.('!(+: ,3(5$-) $ &()(&' (!

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@!"$5%+! @=5A!+'(!, B.+. 80550

A-#. 47

2009, +!'"!(&8-! „Open Happiness” $ #!.#!/)-$(! 03#>1 &%$8-!, <$ „%)#& &

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23 „2(. 45$*%+# 67)$8",$”

9:;4, 4!#%8)! „4'*0+$,!1$< $ ()=-,$ " '>?%"#(%+'"##!”

@!"$5%+! @=5A!+'(!, B.+. 80550

A-#. 48

&(0$ -&5&8 (! 0 &<+& (&0! 0 +)'1(&+!5&8-! &, +!-) )/03#4$ ") ,!(&8-! +3'

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23 „2(. 45$*%+# 67)$8",$”

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@!"$5%+! @=5A!+'(!, B.+. 80550

A-#. 49

>2$71-30&/% 31*% +1 '1-01%1 328. 3,16 1 7$.51$+1%1 &6&/

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23 „2(. 45$*%+# 67)$8",$”

9:;4, 4!#%8)! „4'*0+$,!1$< $ ()=-,$ " '>?%"#(%+'"##!”

@!"$5%+! @=5A!+'(!, B.+. 80550

A-#. 50

+!(!, NBC '!#+!-! 3.%!%$ .,!9'%& % .!59'1 " .%<(% % )!-'1(%,

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23 „2(. 45$*%+# 67)$8",$”

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@!"$5%+! @=5A!+'(!, B.+. 80550

A-#. 51

% !)+9'1(% .#!- ,#'1(!&' – -!+! )5&!,(&8- !+- .!.%#!080! 0#3.+&-$ &

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23 „2(. 45$*%+# 67)$8",$”

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@!"$5%+! @=5A!+'(!, B.+. 80550

A-#. 52

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A-#. 53

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T&-&#!(! ,&-$#!-1#!:

1 The Chronicle of Coca!Cola: http://www.thecoca

colacompany.com/heritage/chronicle_birth_refreshing_idea.html

2!"#$%&%'%()*$+!#!%,*-.#.+!/!&%0'+&)$#!.+!Interbrand,!0+0$%!)!.+!!http://www.interbrand.com/!!

3!Best Global Brands 2009, http://www.interbrand.com/images/studies/ 1_BGB2009_Magazine_Final.pdf

4!1%!&+..)!.+!0%23+.)*$+!4+!3+4+5.)!35%67/+.)*!Datamonitor,!http://www.datamonitor.com/!

5!84$%7.)0:!Zenith!International!

6!9+:$+.&;)#/,!<5)-$%.!!"#$%&'( ) #*+,"$&"-" +%$.&'+"/'(. 0%12#*3"#*4*&". =.,!=)#'+,!2006,!-.!206

207!

7!Kotler,!Philip!et!al.!Principles of Marketing, 4

th European Edition.!Prentice Hall,!2005,!p.!66!

8!Coca1Cola Lays Out Its Vision for the Future at 2010 Meeting! !Advertising!Age!–!News,!!

http://adage.com/article?article_id=140664!!

9!Ad Council Remarks,!Muhtar!Kent:!http://www.thecoca

colacompany.com/presscenter/viewpoints_kent_ad_council.html!

10!Remarks at the Investor and Analyst!Event,!Muhtar!Kent:!http://www.thecoca

colacompany.com/presscenter/viewpoints_kent_ir_event.html!

11!Coca1Cola Lays Out Its Vision for the Future at 2010 Meeting! !Advertising!Age!–!News,!!

http://adage.com/article?article_id=140664!

12!Stewart!D.W.!J.!Morris!A.!Grover!(2007)!“Emotions in Advertising,” in!The SAGE Handbook of Advertising ,!

eds.!Dr.!Gerard!J.!Tellis!and!Prof.!Tim!Ambler,!London!Sage!Publications.!2007!

13!9+:$+.&;)#/,!<5)-$%.!!"#$%&'( ) #*+,"$&"-" +%$.&'+"/'(. 0%12#*3"#*4*&". =.,!=)#'+,!2006,!-.!204!

14!9+:$+.&;)#/,!<5)-$%.!5*#%' ' +#"6")'/' ) #*+,"$"-". =.,!=)#'+,!2007,!-.38!

15!Open Happiness Press Release,!21

st!January!2009:!http://www.thecoca

colacompany.com/presscenter/presskit_open_happiness_press_release.html!

16!Vancouver 2010 Olympic Games!Press!Release,!25

th!January!2010:!http://www.thecoca

colacompany.com/presscenter/nr_20100125_vancouver_olympics.html!

17!Happiness Machine Wins CLIO Award!Press!Release,!28

th!May!2010:!http://www.thecoca

colacompany.com/presscenter/nr_20100527_happiness_machine_clio.html!

18!The Coca1Cola Company’ s Online Social Media Principles: http://www.thecoca

colacompany.com/socialmedia/TCCC_online_social_media_principles.pdf

19!1%!0%53%5+$)/.)!&+..)!4+!2.!=#3$#2/5)!2009!(.,!35#&-$+/#.)!.+!0%.(5#-+!iStrategy:!

http://www.slideshare.net/iStrategy/coca colas social media strategy!

20!The Big Money Facebook 50: http://www.thebigmoney.com/slideshow/big money facebook 50 1

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!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!21

!Burson Marsteller.!Global Social Media Checkup: http://www.slideshare.net/BMGlobalNews/global social

media checkup

22!Coke's 'fans first' approach in social communities,!iStrategy!2009:!http://www.slideshare.net/iStrategy/coca

colas social media strategy

23!Expedition 206 Press!Release!#2,!16

th!November!2009: http://www.thecoca

colacompany.com/presscenter/presskit_expedition_206_press_release2.html!

24!Expedition 206 Press!Release,!21

st!October!2009: http://www.thecoca

colacompany.com/presscenter/presskit_expedition_206_press_release1.html!

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9+/+4+0),!?+@.!:"+ 4" 2%8;#+"-* +%&+.#*&-'-* 6'.!!=.,!Princeps,!1998!

9+:$+.&;)#/,!<5)-$%.!5*#%' ' +#"6")'/' ) #*+,"$"-". =.,!=)#'+,!2007!

9+:$+.&;)#/,!<5)-$%.!!"#$%&'( ) #*+,"$&"-" +%$.&'+"/'(. 0%12#*3"#*4*&". =.,!=)#'+,!2006!

A+@0%/,!B&5+/0%.!PR.<*=&%,%>'( &" .62*=".!=.,!C+52%.,!2003!

<5)-$%/,!>+/&+5.!78*94")"&* ' ),'(&'*. =.,!=)#'+,!2008!

!

Brogan,!Chris!and!Smith,!Julien.!Trust Agents. John!Wiley!&!Sons,!2009

Flew,!Terry.!New Media. An introduction.!3rd!Edition.!OUP!Australia!and!New!Zealand.!2007!

Huberman,!Bernardo.!Social Attention in the Age of the Web ) Working Together or Apart: Promoting

the Next Generation of Digital Scholarship.!Council!on!Library!and!Information!Resources,!

Washington,!2009!

Kotler,!Philip!et!al.!Principles of Marketing, 4th

European Edition.!Prentice Hall,!2005!

Tellis,!Dr.!Gerrard!J.!and!Prof.!Tim!Ambler.!The SAGE Handbook of Advertising.!Sage!Publications,!

2007!

!

AdAge!Online!Magazine:!http://adage.com/!!

Coca Cola!Multimedia!Press!Office:http://openhappiness.digitalnewsagency.com/

Edelman!PR:!http://www.edelman.com/!!

Etimes.bg:!http://www.etimes.bg/!!

Facebook:!http://www.facebook.com/!!

HubSpot: http://www.hubspot.com/!!

Interbrand:!http://www.interbrand.com/!!

Jaffe!TV:!http://www.jaffejuice.com/!!

Slideshare:!http://www.slideshare.net/!

The!Big!Money: http://www.thebigmoney.com/!

The!Coca Cola!Company:!http://www.thecoca colacompany.com/!

TopBlogLog:!http://www.topbloglog.com/twitter/!

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