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.