Branding Strategy of Pepsi
PART 1: INTRODUCTION
Preface
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Branding is a way to differentiate a company, product or service from its competitors, and establish a personality that is both unique and appealing to potential customers.
It is a multifaceted, multilayered process and discipline that aims at establishing long and profitable relationships with stakeholders. It begins with a branding strategy and is implemented throughout an organization and communicated to significant company stakeholders over time. It springs from a company's core - its vision and mission - and develops the corporate "story" in ways that relate and resonate with target market members.
Branding builds stronger, longer relationships with customers. For those embracing the concept of "customer life value", branding is integral. A powerful, well-established brand also removes the product from the "commodity" category and often allows the company to operate without the need to participate in competitive price wars. Branding has taken on a greater significance in the past decade as companies begin to see their brands as assets - as valuable and as tangible as their systems and patents. So brands have become more than marketing slogans and icons today: they are now closely monitored by the CEO and CFO, and assessed by industry analysts and pundits. Today's accounting practices can actually value the brand as an asset on its balance sheet.
Yet many businesses, particularly business-to-business marketers and service providers, have yet to accept, or even appreciate, the value of branding. The truth is every business, even a commodity supplier, is building a brand through their actions and their presence even if that brand is not being intentionally created and nurtured. They acquire a "position" in the minds of customers and prospects, a position or identity based solely on exposure and experience with the provider. With focus and action, these companies
Preface
____________________________________________________________
_
Branding is a way to differentiate a company, product or service from its competitors, and establish a personality that is both unique and appealing to potential customers.
It is a multifaceted, multilayered process and discipline that aims at establishing long and profitable relationships with stakeholders. It begins with a branding strategy and is implemented throughout an organization and communicated to significant company stakeholders over time. It springs from a company's core - its vision and mission - and develops the corporate "story" in ways that relate and resonate with target market members.
Branding builds stronger, longer relationships with customers. For those embracing the concept of "customer life value", branding is integral. A powerful, well-established brand also removes the product from the "commodity" category and often allows the company to operate without the need to participate in competitive price wars. Branding has taken on a greater significance in the past decade as companies begin to see their brands as assets - as valuable and as tangible as their systems and patents. So brands have become more than marketing slogans and icons today: they are now closely monitored by the CEO and CFO, and assessed by industry analysts and pundits. Today's accounting practices can actually value the brand as an asset on its balance sheet.
Yet many businesses, particularly business-to-business marketers and service providers, have yet to accept, or even appreciate, the value of branding. The truth is every business, even a commodity supplier, is building a brand through their actions and their presence even if that brand is not being intentionally created and nurtured. They acquire a "position" in the minds of customers and prospects, a position or identity based solely on exposure and experience with the provider. With focus and action, these companies