Brand Portfolio Analysis of Disney and PepsiCo

Running head: BRAND PORTFOLIO ANALYSIS
TWO BRAND PORTFOLIO ANALYSIS
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1TWO BRAND PORTFOLIO ANALYSIS
Executive summary
The report reviews the two brands Disney and PepsiCo. It provides a brief summary about the
two selected companies. It provides a critical analysis of the two brands. It contrasts and
compares the two firms Disney and PepsiCo, their approaches in branding. It critically examines
why the selected organizations have selected the branding strategy. It provides brief analysis of
how both the firms place their brands. Lastly, it concludes how the two firms approach in
branding was appropriate.

2TWO BRAND PORTFOLIO ANALYSIS
Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................4
Brand equity of Pepsi Co:............................................................................................................5
Segmentation of brands/sub brands.............................................................................................6
Difference between two branding strategies....................................................................................7
Drivers behind core marketing strategy...........................................................................................7
Brand architecture strategy..............................................................................................................8
Advantages and disadvantages of the strategy............................................................................8
Conclusion.......................................................................................................................................9

3TWO BRAND PORTFOLIO ANALYSIS
Introduction
Disney is one of the world famous brands. Their vision is to create stories, vision and
characters. With its world famous stories it has become one of the biggest movie studios all
across the world. The company has expanded over time and has influenced the global market
with its creative and innovative stories. The world famous brand is known for family
entertainment, amusement parks, and media networks. It has continued to make emotional
impacts on the minds of the people. It makes use of the nostalgia and emotions and finds out new
and innovative ways of remaking the old classics like the Jungle Book and Beauty and the Beast.
Disney utilizes the strategy of content marketing.
Pepsi Co. is the leading brand in the food and beverage industry since a long time. Pepsi
Co. uses the mass branding strategy in promoting their brand. The brand has successfully
expanded its business and has boosted up their research and development. There well placed
advertisement and impression has created a huge impact in their brand presence across the globe.