“Sustainability is one of those issues that I am very passionate in, it is linked to my beliefs,” says Zhang Huaying, Coca-Cola’s VP for Sustainability in the Greater China, Korea region. She has been tasked with integrating the company’s Corporate Social Responsibility plans into day-to-day operations, taking it beyond just PR concerns. But how exactly does this work? And how is Coca-Cola’s CSR program structured differently to most companies? In this interview, Zhang talks to CKGSB Knowledge on how Coca-Cola practically implements sustainability programs in China, whether the issue is water sustainability or financial arrangements for helping out with responses to natural disasters.
Brands have lifecycles and as they lose their relevance, they fall by the wayside. What really goes into reviving a brand and keeping it fresh?
University of Minnesota’s Carlos Torelli on how Coca-Cola and Elvis leveraged cultural equity to create brand loyalty.