Since the birth of free enterprise, American’s have always had a choice between a wide array
of products. This idea of free enterprise led to fierce corporate competition in our
nation’s economy. Soon companies began huge marketing campaigns, hoping to entice American
households into purchasing their product. As a result, American’s began to favor certain
goods over others – beginning to even resent those who disliked their preferred product.
Today we classify this ideology as a “brand community.” Now a brand community is described
as “a community formed on the basis of attachment to a product or marque.” Essentially, it
is a group of people, connected together by a product, who have shared traditions, values,
and moral ideals. Yet, like any group of people, brand communities often find themselves into
conflict with one another. Probably one of the most recognizable brand conflicts is between
Coca-Cola and Pepsi-Cola – two popular soft drinks that emerged in the late 1800’s.
Coca-Cola was created first, hitting the shelves in the year 1886; a little over a decade later,
in 1898, Pepsi-Cola was introduced into the market. However, these two drinks gained more
than just profits, they gained dedicated fans. Through their advertising and quick entrance
into society, “Coke” became a symbol of happiness, community, and even the “American
Dream.” In response to this, “Pepsi” advertised towards the younger members of
our society – using famous celebrities to broadcast the brand as cool, dynamic, and
innovative. As a result, society is now split between these two brands. And if you don’t
believe me – watch and listen next time you go out to dinner with your friends, you’ll
see ether a sigh of disappointment, or a smile of contentment whenever the server announces
whether “Coke” or “Pepsi” is available.