The Study of the relationship between the lifestyle and the brand image on the basis of the survey on Coco-Cola
1 Introduction
The brand can be viewed as a person. Like a person, a brand can be perceived as being competent, trustworthy, active, or youthful (Aaker, 1996). A brand personality may help communicate a product’s attribute and thus contribute to a functional benefit. Similarly, it can help create a self-expressive benefit that becomes a vehicle for the customer to express his or her own personality   
Consumer lifestyles are a well accepted basis for market segmentation. The term “style of life” was coined over 50 years ago by Alfred Adler to refer to the goals that people share and the ways they use to reach them(Lazer,1963).In consumer behavior, lifestyles reflect different modes of living and the patterns of consumption that tend to accompany them. As lifestyles offer a more comprehensive view of behaviors and the motives that underlie many of the purchases made by consumers, they are regarded as advantageous for market segmentation.
Constructing and profiling consumer lifestyles through AIO (attitudes, interests and opinions) schedules, demographics and product usage has been established since the 1970s (Plummer, 1974). That study identified eight major lifestyle groupings as Innovators ,Thinkers, Achievers, Experiencers, Believers ,Strivers ,Makers, Survivors adopt by the Value and Lifestyle analysis (VALS) Mod无忧论文 【http://www.uklunwen.com】el. Because of the limitation of the length, we choose the Strivers, Survivors, Thinkers, and Makers which are the typical lifestyle of the people drinking Coca-Cola.
Images of branding are the customer's view of the brand, a reflection of identity. The image is the identity from a customer perspective. It is considered that brand identity is something that exists in the minds and hearts of the consumers when they hear the name of the brand. And it is the identity of the brand that provides the real strength to the business. The images of service, advertisement, logo and the taste weight heavily for Coca-Cola, so it is adopted in the questionnaire.
Coca Cola has a very loyal market. The majority of sales go to a small portion of the total target population. Coca Cola tries to maintain consumers and gets its message out to its audience in a variety of ways to help keep them informed. In recent years Coca Cola sales have not done as well as they had in the past. This is in part due to the overwhelming number of competitors. Still, Coca Cola is the highest selling in the US. Pepsi and Coca- Cola are at the head of the soft drink industry overall. Coca Cola has implemented new marketing strategies as well as an abundant array of new products to maintain interest in the brand. Coca Cola is looking to for a “brand stretch,” which is going beyond logic so that a brand can evolve and flourish.

2 Methodology
2.1 Research Hypotheses