Read Article Here  Just as Jack Trout has stated in the article Positioning, he has indicated the importance for companies to portray simplified and clear messages into the consumer’s mind that correspond to their belief in the product, especially in today’s environment where the market has been over-communicated with advertisements. Indeed, through the use of polar bear as its icon, Coca-Cola has successfully advertised their product through this fun and cute image that attracts all ages of consumers. As the issue of animal extinction rises, one of Coca Cola’s admirable and intelligent tactics is not to avoid this arising issue; instead, the company uses the issue as their point of differentiation for their advertising campaign. Unlike most brands would rather create a new brand images, as it helps to minimize the cost of re-shaping the original brand. Coca-Cola emphasizes on their brand recognition by adding social value into their brand through the cooperation with the WWF. This method not only re-build the Coca-Cola image, it provides a point of differentiation from other soft drinks brand as consumers feel a sense of contribution to the world when consuming the product. Just like the Dove’s The Movement of Self-Esteem campaign, and Tom’s One for One campaign, both companies have successfully created a sustainable and social valuable brand image in the consumer’s mind, in which this form of brand recognition drives customer incentive for purchase and therefore could lead to customer loyalty. Hence, instead of donating funds into WWF, perhaps, Coca-cola could further build on their campaign by donating small amount of money to the organization for each purchase as this approach has could create a better customer relationship throughout the market. Sources: “The Dove Movement for Self-Esteem.” The Dove Movement for Self-Esteem. N.p., n.d. Web. 09 Nov. 2014. “Should the Polar Bear Still Sell Coca-Cola? – The New Yorker.” The New Yorker. N.p., n.d. Web. 10 Nov. 2014. “Product Positioning.” Product Positioning. N.p., n.d. Web. 10 Nov. 2014.