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