Brand Management

Brand Resonance Of Pepsi

                                       

Pepsi is a carbonated soft drink brand produced and manufactured by PepsiCo. . It was created and developed in 1893 and introduced as Brad's Drink after the name Caleb Bradham, who made it at his drugstore. Pepsi brands having major representation in the cola, flavor, and non-carbonated segments.Pepsi Co begins with Pepsi - invented more than a century ago. Today,  Pepsi is so much more with soft drinks.

 

Brand salience

Pepsi is very well known brand as a non-alcoholic soft drink. The company has been able to successfully position itself as a brand which comes to their mind whenever they want to buy any soft drink. 

                                                

Brand Performance

Pepsi  provides it’s customers soft drink at a price lower than most of the non alcoholic drink. 

Brand Imagery

Pepsi serves almost every possible market segment with it’s wide range of product range and price categories. Pepsi Cola has always had the younger generation in mind. Their advertising and marketing strategies are fixed to target teens aged 14 or even younger with a fun and most often interlaced with music. This is evident over the years as Pepsi had musical celebrities like Michael Jackson, Britney Spears and now Beyoncé (Vendredi, 2012).

Brand Judgement

 When consumers get a hold of a Pepsi Cola product, they are expecting the sweet, citrusy flavor burst.Through taste,cheaper price and Frequent campaigns has also become one of the most famous brand as a non-alcoholic soft drink.

Brand Feeling

Pepsi came up with frequent campaigns having individual slogans in a very short period of time. By doing so, maybe they were successful in creating enough awareness, and cues for recognition and recall, however, with so many different campaigns, their voice had not been focused. The target customers built up different associations based on different campaigns. Even though the associations were quite similar, these little changes in slogans within a short period of time did not let the customers settle with one specific brand image of Pepsi in their minds. they ran many campaigns using different slogans just to stay alive in the customers' minds.

Slogan Comparison Pepsi (2011-2012)
	Pepsi
2011	“Change the game”
	“Go Next!”
	“Summer Time is Pepsi Time”
	“Born in the Carolinas”
2012	“Where there’s Pepsi, there’s music”
	“Live for Now”

Brand Resonance

In every occasion Pepsi brings special offers.Like they reduce the price or give extra quantity of drinks in the same price for repeat purchase.

       From my point of view  Pepsi is very popular international  brand in Bangladesh.Pepsi’s main strength is basically their Reasonable price,Quality,Variety,Flavor,Taste,Refreshment,international brand;basically different people buy Pepsi  for different reasons.Pepsi  can focus on this parts and do relationship-marketing on the basis of the strengths they have

           

Branding Strategy Of Aarong

Aarong is an elegent  lifestyle experience of Bangladesh.Aarong is providing  a unique Bangladeshi lifestyle experience to empower  people and promote Bangladesh while protecting our environment.Without proper branding a company cannot sustain in long run.Aarong  has a strong brand image.

Aarong is a Bangladeshi iconic brand in fashion and lifestyle sector.They use professional models to create different ad campaign.Aarong also organize different  fashion show  program in different occasion like eid,puja,pohela boishakh etc.Aarong  has good reputation for fine quality products.They always try to maintain their standard to secure their brand image. . It attracts customers towards Bangladeshi culture. It has been successful in creating a strong loyal customer base among people who prefer to stay close to their roots.Aarong provides variety of products like clothes, handicrafts, jewelry, etc. with a vast and diverse range of materials. These products target a wide range of market including people from different age group..Arong also introduced “Taaga” which is one of their strategies in branding.Aarong also gives the audience an opportunity to make online shopping which is a part of their branding strategy. They have also introduced fastest,reliable and easiest payment options like visa debit/credit/gift card,master debit/credit/gift card,bkash or cod(cash on delivery).Aarong sometimes offer discount  between 5% to 15% on their product to promote their brand.They also provide “My Aarong Rewards” card membership

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In my opinion Aarong’s website fails to fulfill customers queries and is not updates timely.So aarong should develop its website for their online service as customer prefer online shopping.On the other hand,the price range of aarong is too much comparing their competitor. Aarong charges higher price for their products on the other hand the competitors charges lower  price for the products.So They should reduce their price. Even though Aarong does not have any big competitors now but the number of competition is ever growing. They have some small competitors like KayKraft,Anjans, Deshal, Jattra, Khubsurti, Rina Latif, OZ, Rang and some other Boutiques. There is always new competitors’ threat. The number of consumer for other boutiques is increasing which will eventually decrease Aarong’s market and as well as sales. Although Aarong has positioned its brand name very uniquely than the rest of the competitors certain pit falls yet exist in their strategic brand management process. Aarong has not utilized many of the mediums such as advertisement on television channels and radio channels which could help developing its brand image to the optimum level. Utilizing these unused channels as a first-mover could also be opportunity for Aarong to gain another competitive advantage over its rivals. Moreover, Compensation and benefits at Aarong is not attractive comaparing to other organization.Discount rate is given once in a year which is not sufficient.They should give more offer and discount in their product.