How do iconic slogans like 'Refresh Yourself' or 'Open Happiness' shape brand image?

You can think of it this way: these advertising slogans have gone far beyond the scope of "selling soda"; they are "injecting soul" into the Coca-Cola brand.

This is mainly reflected in several aspects:

First, it sells "feelings," not just beverages. "Refreshing and delightful" is very straightforward, telling you how it feels to drink it: refreshing! Invigorating! This addresses your physiological needs. But "Open Happiness" is more sophisticated; it connects a simple soda with all the "happy" moments in your life. Friends gathering, watching movies, celebrating victories... it's as if happiness is "opened" whenever there's Coca-Cola. Over time, when you think of drinking Coke, your subconscious associates it with those wonderful images, not just a bottle of sugary water.

Second, it makes the brand feel like a "person." A brand without a catchy slogan is like a stranger whose name you can't remember. But with these slogans, Coca-Cola gains a personality: it's an optimistic, positive, and sharing friend. It always appears when you need it most, bringing refreshment and joy. Once this "persona" is established, people's feelings towards it change; they feel a stronger connection and greater fondness.

Third, it has become a cultural symbol with strong recognition. These slogans are simple, catchy, and constantly repeated. Like a person's catchphrase, saying it often makes it part of who they are. Now, many people might automatically hear "Open Happiness" in their minds when they see the red and white colors or hear the "fizz" of a bottle opening. It has transcended advertising itself, becoming a cultural tag for Coca-Cola that is difficult for others to imitate.

In short, through these classic slogans, Coca-Cola has successfully made you feel that you are not just buying a thirst-quenching drink, but an "experience of happiness" and an aspiration for a good life. This is the core secret to its global success and its status as a super brand.