of products. This idea of free enterprise led to fierce corporate competition in our

自由企業系統導致國內企業間的激烈競爭

nation’s economy. Soon companies began huge marketing campaigns, hoping to entice American

很快地，各公司便開始進行大型行銷活動，希望能誘使美國人

households into purchasing their product. As a result, American’s began to favor certain

購買他們的產品，美國人也因此開始有了產品的偏好

goods over others – beginning to even resent those who disliked their preferred product.

甚至開始討厭那些不喜歡他們所偏好產品的人

Today we classify this ideology as a “brand community.” Now a brand community is described

今天我們稱這種意識形態為「品牌社群」，品牌社群在今日被描述為

as “a community formed on the basis of attachment to a product or marque.” Essentially, it

「一個根基於對一個產品或品牌的依附所形成的社群」，本質上

is a group of people, connected together by a product, who have shared traditions, values,

它是一群人，因著一個商品而聯繫起來，有著共同的風俗、價值觀、和道德觀

and moral ideals. Yet, like any group of people, brand communities often find themselves into

就如同其他的團體，品牌社群常常與其他團體發生衝突

conflict with one another. Probably one of the most recognizable brand conflicts is between

其中一個最明顯的品牌衝突大概就屬

Coca-Cola and Pepsi-Cola – two popular soft drinks that emerged in the late 1800’s.

可口可樂與百事可樂間的衝突，兩者皆是崛起於1800年代的軟性飲料

Coca-Cola was created first, hitting the shelves in the year 1886; a little over a decade later,

可口可樂是先被研發出來並在1886年上市的，十年多後

in 1898, Pepsi-Cola was introduced into the market. However, these two drinks gained more

百事可樂在1898年進入了市場，然而兩個品牌賺得的不只是營利

than just profits, they gained dedicated fans. Through their advertising and quick entrance

他們還獲得許多鐵粉。藉由廣告與迅速進入社會環境

into society, “Coke” became a symbol of happiness, community, and even the “American

可口可樂成了快樂、社群以及「美國夢」的象徵

Dream.” In response to this, “Pepsi” advertised towards the younger members of

百事可樂則以社會中的年輕族群為廣告目標

our society – using famous celebrities to broadcast the brand as cool, dynamic, and

利用名人代言塑造品牌酷炫、活力和創新的形象

innovative. As a result, society is now split between these two brands. And if you don’t

由此，社會被這兩個品牌一分為二，如果你不信

believe me – watch and listen next time you go out to dinner with your friends, you’ll

下次你跟朋友在外共進晚餐時好好觀察他們

see ether a sigh of disappointment, or a smile of contentment whenever the server announces

你會發現，根據餐廳提供的是百事或可口可樂，你的朋友可能發出失望的嘆息

whether “Coke” or “Pepsi” is available.

或滿意的微笑