We live in an era where the leader brands are on the verge of being punished for just being leaders. The marketing strategies, sourcing practices and organizational governance of leader brands are constantly under much more scrutiny than that of their competitors. However, we must realize that leader brands actually have to try harder to come up with original ideas in order to stay competitive and retain their leadership positions. In most instances, all this due diligence and these extensive efforts are often overlooked, almost as if these brands were assumed to be destined for success or failure from the moment they were launched in the market. Although in reality, there are no natural laws that can lead to market success. This article discusses the marketing strategies used by one of the world's best known heritage brands, Coca-Cola, in order to compete effectively in both the British and the Turkish markets.

The concept of a brand is important because consumer awareness is a precursor at least to trial, if not to adoption. The point about the intrinsic value of a brand was well brought out by de Chernatony and McDonald (2003), who reported the results of a consumer blind test (where the brand name is concealed) which pitched Diet Coke against Diet Pepsi. This produced the following results:

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