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@Business.Upside · Posted 02 Feb. 2021

After the Georgia businessman Asa Griggs Candler became the majority shareholder of Coca-Cola in 1888, he set his sights on making Coke the nation's most popular cola through marketing and partnerships with regional bottlers. By 1915, Candler was losing market share to hundreds of competitors. A significant part of Coca-Cola's success is its emphasis on the brand over product. Coke doesn't sell a drink in a bottle, it sells “happiness” in a bottle. Instead, Coke aims to sell consumers the experience and lifestyle associated with its brand.