Associations help bring together different wants, needs and solutions; they create pathways to solutions to problems the consumer might face. For example, if a consumer has a problem with their vehicle, they can associate auto repair services with the solution to repair their mode of transportation. It is one of the most fundamental pillars of marketing. Association also plays a very important role in creating a positioning statement: the statement should associate with the current needs of consumers and, at the same time, show the growth potential to meet the wants or needs of consumers. consumers that will arise in the future. the future. “Good positioning has one foot in the present and one in the future. It must be somewhat ambitious so that the brand has the opportunity to grow and improve (Kotler & Keller, 2016).” As mentioned earlier, the ability to associate brand qualities with the cultural dimensions of the target market itself leads to a successful attempt at positioning the brand in the minds of global consumers. Therefore, the statement must adhere to these cultural dimensions in order to establish relationships between the brand's offerings and the solutions sought by the targeted consumer market, in order to increase the attractiveness of the brand. The brand statement must adapt to the culture of its target in order to attract the segment. For Coca-Cola to achieve a dominant global brand position, the first step is for the statement to appeal to or associate with the cultural dimensions of local, foreign and global markets. According to Alden, Steenkamp, ​​and Batra (1999), consumer cultural dimensions fall into the following categories: language, aesthetic styles, and story themes. The declaration must address all of these factors, as they vary from region to region across the world, in order to increase