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