Institution: Brand Values

Coca Cola

The Coca Cola brand is all about happy families, which helps to give the sense of belonging to the audience and allows them to relate to the brand quite easily. The brand is quite old which creates reliability in the product, and is probably the reason Coca Cola is a favourite when it comes to choosing drinks. In the majority of their commercials and posters, they try to invoke the sense of belonging by adding images of families sharing their products together and having a good time. This shows to their audience that their company cares about the ideals of an every day family.

Coca Cola's brand is all about family and reliability, with quality content.

Coca Cola in one word: World wide

McDonald's

McDonald's started of as a small chain that sold sandwiches. The brand easily fits in to the idea of happy families and welcomes people to their products. They want their customers to belong; they do this by making their interior and design or products much more appealing to a family demographic. They also have a product called the Happy Meal which is aimed for children, therefore they want their consumers to bring in children and have a meal together. Their commercials are generally aimed at a family audience, as we normally see a whole family sitting down and enjoying a McDonald's meal together.

McDonald's brand is all about family and happiness with good food.

McDonald's in one word: Fast-food

Starbucks

The Starbucks brand and company are all about quality, lifestyle with a personal touch. It generally comes across as a local coffee place but is really a major business known world wide. Starbucks could fit into the idea of happy families as their signature move is to ask for your name for when you go to order, and also it could fit into successful careers as many of the people that generally go to Starbucks order coffee whilst going to work. Their company generally shows passion for their brand and a general passion for coffee which is shown in their products and employees.

Starbucks is all about passion for their brand and products.

Starbucks in one word: Quality

Sony

Sony's brand is all about rich and luxurious lifestyles as many of their technologies are expensive and generally for a higher class of people. Their brand value could also be dream and fantasy for successful people as many of their consumers are generally people that are rich. Their brand could also create aspirations for many people as it gives the general people for something to look up to that they could dream of buying their expensive products. Sony is also linked to entertainment so their brand value could also be linked to happy families that can use their products together.

Sony is all about happy families, innovation, and creating aspirations for successful careers.

Sony in world: Technology

Google

Google's company and brand focuses on technology and innovation for their products. It is all about professionalism and presents the idea of elite people and experts. This is true as many of the products that they create help to revolutionise the technology sector and many of their products are developed by experts in their fields of knowledge and technology. The brand value could also be related to successful careers as many of the employees of Google are successful people with expert and technical skills. This means that they are always at the top and the best of the best.

Google is all about passion and technology, it focuses on aspiring to be and making the best.

Google in one world: Innovation