Brand Management Report: Strategies for Coca-Cola and Pepsi Brands

This report provides a comprehensive overview of brand management, focusing on strategies applicable to the beverage industry, specifically Coca-Cola and Pepsi. It begins by defining a brand and its importance, exploring key elements of a strong brand, brand equity, and the differences between a brand and a product. The report then delves into brand management and development, addressing challenges and brand portfolio strategies. Further, it examines brand equity management, extension approaches, and strategies, including reinforcement and collaboration. Finally, the report covers brand measurement techniques, including brand equity audits and valuation approaches. The report analyzes the application of these concepts to Coca-Cola and Pepsi, offering insights into their brand management practices.

Brand
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
SECTION 1......................................................................................................................................3
P 1 Brand................................................................................................................................3
B. Importance of Branding.....................................................................................................4
C. Brand Equity......................................................................................................................4
D. Difference between a brand and a product........................................................................5
E. Key elements of a strong brand..........................................................................................6
P.2 How to manage and develop brand..................................................................................7
B. Challenges of developing a brand......................................................................................9
SECTION 2....................................................................................................................................10
P.3 Brand portfolio strategy.................................................................................................10
B. Management hierarchy....................................................................................................11
C. Brand equity management...............................................................................................12
P.4 Extension approach and strategies ................................................................................13
B. Reinforced of brand.........................................................................................................15
C. Collaboration and partnership..........................................................................................16
P.5 Brand measurement techniques......................................................................................16
B. Brand equity audit and tracking techniques.....................................................................17
C. Varies approaches of valuation of brand.........................................................................18
CONCLUSION..............................................................................................................................19
REFERENCES................................................................................................................................1

INTRODUCTION
Brand management is very important for an organisation. It is help to analyses and
planing how the brand is perceived in market. In brand management is focus on evolution of a
good human relationship between with target market. In this context, report is focused on
different strategies and approaches for brand management (Balmer and et.al, 2016). It is based
on two brands: Coca-Cola and Pepsi. This organisation is basically located in United Kingdom
and provides different kinds of services in soft drinks. In this report is focus on the different
evaluation of each brand and set proper strategy for evolution in market. In this way report is
way on brand equity direction and model for upcoming growth in construction.
SECTION 1
P 1 Brand
A brand is the unique identification that is been given to a business or an organisation.
The Brand will help the customers and other people in the market to identify and recognise the
products or the service of business (Borkovsky and et.al, 2017). The brand image of business
will be reflected in the each and every service that is been provided to business. This will help
business to gain better productivity in the market and build a good brand image in the eyes and
minds of the customers. Besides this, the strong brand image of business will help the business to
carry out their operations with ethics and responsibility and will further aid to get better customer
loyalty and sustainability, that will help business to achieve better profit and generate high
amount of revenues (Balmer and et.al, 2016). Apart from this, sometimes customers equate the
brand with the level of quality of the product or services, that is been provided to the customer.
Also, the brand will help business to attract maximum number of customers towards their
services and helps the business to gain a better share of market as well as get success.
According to Kotler (2013), a brand is an attribute that provide a benefit to a business by
the increase in the brand image, equity, image or customer base that helps the company to gain
monetary and strategic benefits.
While, as per the views of Urde (2015), a brand is a unique identity that is been possessed
by the business organisation and provides it with a better share of the market growth and
recognition among its loyal customers.

B. Importance of Branding
The branding helps the company to gain a better share of market and meet the
requirements of the company. As a marketing tool, the branding of the product or the service will
help the company to gain a better image in the market (Renton, Daellenbach, Davenport, and
Richard, 2015). The approach of branding helps the company to get a better following from the
customers and helps the company to have a better productivity that helps the cited firm to
develop more innovative and successful products or services.
The approach of branding helps the marketing department of the company to clearly
delivers the message the company wants to deliver to its targeted or the potential customers.
Besides this, it also helps the company to confirm the credibility that will contribute in the better
growth of the sales of the company (Cavender, and H. Kincade, 2014). The brand loyalty of the
customers will help the marketing department of the cited firms, to predict and develop a better
market strategy and a competitive advantage.
The branding helps the organisation to build a better position in the market and in the
mindset of the customer's, providing it a competitive advantage in market. For the consumer
perspective, it helps them to choose proper product of a company or a brand to meet their
requirements in better way. For example, in the market, while choosing a beverage, a customer
will rather prefer COCA COLA or PEPSI over the other beverages available in market.
C. Brand Equity
A brand equity is the determined or the estimated value of a brand that is been hold or
possessed by a brand, rather than the valuation from the brand. It is majorly based on the
analysis of the customer's perspective for any product or the services. In other words, the brand
equity consists of the benefits business get from the product or service of the well known brand.
The main target behind the business firms to create a better brand equity is to make their services
more effective and memorable for the customers (Zhang and et.al, 2015). This will not only help
business to gain the better loyalty of its customer's by improving the quality of the products or
the services. Apart from this, the approach will help business to gain a better share of the market
and increase the customer's reliability.
For example, the COCA COLA and PEPSI are the world known brand that helps the
company to sell their variety of products, all over the world. This helps the company to gain a
better brand image and market positioning.

According to Davenport (2015), The brand equity of a brand like COCA COLA and
PEPSI is largely based on the perspective of its loyal and regular customers. While as per the
view of Kotler (2013), the brand equity helps in determining the better market position of a
stronger brand.
The brand equality is based on the three basic components that are needed to be taken
into consideration by business which are: Consumer perception, positive or negative effect of the
brand equity and the resulting value. The consumer perception is hugely based on the knowledge
and experience of business as well as the customer about the product or the services. This will
lay a positive or negative effect on the brand equity which will determine the success or failure
of the brand as the final result (Kapferer and et.al, 2017). The positive effect will help business
and brand to grow in a better way. On the other hand the negative effect of the brand equity will
lay an emphasis on the improvements that the cited firm needs to take into the consideration.
The organisation adopts various measures to develop the better brand equity such as:
 Awareness: to create an awareness about the brand or the product and service of the
company.
 Recognition: Get the product or the service of the organisation or brand recognised in a
better way among the customers.
 Trial: Once the product or brand is been recognised by the customers, its services are
been run on a trial for the assessment purpose.
 Preferences: When the customers are been satisfied, they will prefer the particular brand
over the other, which will give it a competitive advantage.
 Loyalty: this preference will also help the brand to gain a better customer's loyalty that
will help in the rise of its market share.
D. Difference between a brand and a product
The brand and the product, however closely related to each other, are different from each
other. The product or the service is the part of the brand and the success of the brand is deeply
dependent on the quality and efficiency of them. Some major difference between the brand and
the product is as follows:
Brand Product
 It is the identification that is been given  It is the goods or the services that are

to a company or a business. been developed by the company.
 The brand is been developed and made
largely by the perception and loyalty of
the customers. (Kapferer, and et.al
2017)
 The products are been made
manufactured and marketed by the
company.
 It helps the company to distinguish a
product or a service from the other
available in the market.
 It is the finished item or good that is
ready to sale in the market.
 It cannot be replaced from the market.  It can be replaced by any alternative
product launched in market.
 It offers the value to the company as
well as the customers.
 They perform a specific function or
tasks that are been done by the
customers.
 Brand is what needed and seek by the
customers in the market. (Renton,
Daellenbach,, Davenport, and Richard,
2015)
 The product is the good or the service
that is been provided to them to fulfil
their needs or demands.
 It is been placed in the mindset of the
customers.
 It is what consumed and used by the
consumers.
While a brand is an amalgam of better marketing strategy, operations, good product
quality and services that helps the organisation to increase its market value. On the other hand, a
product is an item or a service that is been provided by the company under the brand name. A
logo is a design or a symbol that helps the customers to identify a brand in a market. For
example, the COCA COLA is a brand which sells various beverages under its brand name and is
identified by the customers due to its unique packaging and brand logo.
E. Key elements of a strong brand
There are been various key elements that are been taken into consideration by both
COCA COLA and PEPSI which are as follows:

 Target audience: This will help the cited firms to identify their target customers and
develop the product or the services, accordingly.
 Brand Promise: It is like an agreement that is been made by the brand to the target
customers.
 Brand perception: It will include an analysis that will help the company to gain a better
productivity and profitability and also understand the needs and demands of the
customers.
 Brand Value: It consists of the values that will help the company to develop a better
share of the market and helps the company to make the better decisions.
 Brand voice: It is the response to the queries and issues of the customers that helps the
cited firms to get a better loyalty.
 Brand positioning: It consists of the market position that the brand holds in the market.
This identify the strength of the brand for its customers.
It is different from the weak brand as a weaker brand fails to attract the customers on a
larger scale and fails to adopt the suitable measure to sustain its market presence and customer
loyalty. For example, many beverages brand emerged in the market but non of them was able to
gain a suitable success like COCA COLA or PEPSI as they have a very strong brand image and a
loyal customer base.
Characteristics of Stronger and weaker brand:
Strong brand Weak brand
They are able to attract large number of
customers.
They fail to attract many customers.
They are successful in building high brand
equity and loyalty.
They hardly gain any equity or loyalty from
customers.
They opt for the innovative processes. They fail to meet any sort of innovation in
organisation.
They follow and practice a strong marketing
strategy.
They have a weaker marketing strategy.

P.2 How to manage and develop brand
A brand is needed to be managed by the firm like COCA COLA and PEPSI for the better
development of the productivity and profitability of the company. A strong brand is managed by
the means of the brand management. The process of the brand management helps the company to
meet the requirements of the company that will help the company to meet the customer's
requirement and helps the company that will help the cited firm to have a better share of the
market (Balmer and et.al 2017). For handling the efficient management, the company should
have a better knowledge of its products and services that will help the company to meet the
requirements of the customers. The cited firm will use the effective brand business plan that will
help the company to manage the operations in the effective running of the operations. The better
management and evaluation process helps the cited firm to accommodate and develop other
services or products under the same brand name.
The brand management is the efficient handling of all the tangible and intangible
components of the company. The better brand management will include the various factors like
products, pricing and packaging of the products and the intangible parts includes the experience
and the emotional connection of the products or services of the brand. Besides this, the
customer's loyalty and the capacity of selling the product or services helps the company to gain a
better share of market (Gürhan-Canli and et.al 2016.). This will help the company to lead to the
better development of the services and the product which will further lead to developing of the
brand and monitor the progress of the brand in a very effective way. Apart from this, the
management of the company helps in managing the architecture of the brand and its effective
running that leads to the efficient and systematic management of the operations and have a
sustainable consistency.
The CBBE model of COCA COLA and PEPSI is as follows:
 Salience: It includes the attributes like happiness, sharing, community closeness etc.
 Performance: it includes the factors like providing of refreshment, having unique
flavour or high energy.
 Imagery: in this the brand is equalised to various factors like happiness, friendship and
celebration.
 Judgement: this includes the innovative approaches to improve the loyalty, leadership
etc.

 Feeling: it includes the associating of brand with emotional attributes like love, care and
self respect.
 Resonance: This leads to a better customer attachment, involvement and trust on brand.
B. Challenges of developing a brand
Various sort of challenges are been faced by the cited firms, developing as a brand. There
have been various factors that are been needed to be taken into effective concern. This may
affect the development as well as the growth of the brand in the market which may lead to its
weakening or failure (Schmidt, and et.al 2015). There are been various sorts of issues and
challenges that are been faced by the company or a brand while developing or working in the
market such as:
 Treating brands as assets: The rise in the competition and the management of the
organisation will lead the company or the brand to treat the brand as a normal asset. This
will ruin, not only the management of the operations but also the brand image. In severe
case it may lead to the fragmentation of the brand.
 Decrease in the effectiveness of the marketing tools: The effective use of the
successful marketing tools will cause the reduction of the effectiveness and efficiency of
the brand or a company (Schmidt and et.al 2015). This will lead the company to opt the
new marketing tools and strategies in order to have a better share of the market.
 Rise in competition: With the rise in the market competition, and introduction of various
brands in the similar product line has also been emerged as the major challenge for many
firms (Renton, Daellenbach,, Davenport, and Richard, 2015). The stiff competition
causes the cited firm to either adopt new strategies or alter the present strategies, to
protect their effective share of the market.
 Maintaining the brand value or image: The most complex challenge for the cited
firms, that they will face, is the maintaining of the brand image, that may lead to the
success or the failure of the company.
The Brand Reinforcement is an approach of maintaining the brand equity in order to gain
a better market share and sustainability. The approaches or strategies of Brand reinforcement is:
 Advertisement: It will be used by the organisation like COCA COLA to promote its
product to the customer on the wider scale.

 Event or sponsorship: In this, the brand will sponsor or manage an event to get the
better share of the market and increase awareness in customers.
The Brand revitalisation is an approach to renew the brand or the product once it reaches
its maturity or saturation level in the market in order to maintain the market position in a better
way. It can be don using the following approaches:
 Increasing the new user for the brand or the product and the services that are been
provided by the organisation.
 Adopting the innovative approaches and making essential changes in the product or the
services to attract the new customer like Nokia adopting Android technology for its
mobile phones.
 Entering the new market and involving the customers to increase their awareness about
the product and the services of the brand.
SECTION 2
P.3 Brand portfolio strategy
In brand portfolio strategy is help to future development in brand and maintained the
level of performance in market. It is incudes specifies the construction of the marque portfolio
and the extent, roles, and interrelation of the listing brands. It is help to set goal in organisation
and proper strategy is most important for brand. With the help of brand portfolio is help in work
place are as follows :-
 Have well defined brand role :- In organisation to set a well define role of each product
and each brand is managed for in order to successful management role in work place
(Keller and et.al 2017). In this kind of strategy is help to set internal and external
working condition in organisation. For illustration, future maestro brands, rising brand
level etc.
 Connect to business strategy :- In work place brand strategy or portfolio plan of action
is help to gain the level of carrying into action in business. It is help to connect with
business strategy for future development in market. A trade name necessarily to be in
spot to assist those maturation directions in market for future development.
 Leverage strong brand :- In organisation is help to extension opportunity is help add
brand value and increase then level of customer in market. The expansion should also

intensify the brand name by furnish visibility, low-level, force and communication
(Bravo, R and et.al 2017). All such kind of factor is most important and help to
indefinite quantity then level of carrying into action in market.
 Connection with powerful corporate brand :- In work place use portfolio strategy is
help to connect with powerful brand and help to indefinite quantity the plane of carrying
into action. It is help to do something meaning full and positive working environment.
 Branded house portfolio model :- The complete opposite of a Proprietary House, is a
House of Brands (HOB). As the word form implies, sub-brands are conspicuous or
boost, rather than the company or PEPSI AND COKE business firm brand. Hierarchies
within the establishment are more complex. Many businesses are user products or
possession companies, which assume brands, especially large, global brands with
brought about equity.
 House of brand :- In this way Branded House is a methodology, the company is the
brand. All products and services within that company will be subsets of the primary
brand. A good example of a branded house is PEPSI AND COKE. This work is to be
completed with the help of brand planner and research work.
B. Management hierarchy
Organisation is management hierarchy is help to level of structure in system. In these
systems is to be focus on cooperate level brand and umbrella theory of brand. In this way,
management history in different level in work place (Solomon and et.al 2014). This kind of
hierarchy is help to maintained the growth rate and improve working condition in work place.
This kind of strategy is help to understand the umbrella model for a collateral examination of
typical styles of management. These travailing takes students through the classic direction
explanation in work place. It is help to guide each and every brand for future development in
work place. It is focus on customer organisation, total quality management, just in time and small
group activity is help to manage internal working environment (Steenkamp and et.al 2017). All
such factor is help to manage work and is to be completed on time in organisation. It is help to
brand improvement administration and new product development in marketplace. Both the
coordinate is use administration hierarchy and betterment in working condition.

 Corporate management hierarchy: This structure of governance will include the
various sort of officers like CEO, CTO etc along with the leaders, managers, supervisors
and the worker.
 Umbrella management hierarchy: This will help the company to manage its various
operations or brand under one unit or entity and gain a better share of market and
customer loyalty.
C. Brand equity management
In this model is to be focus on some step is to be used and improve the level of
performance in market. Such steps are as follows :-
 Salience :- In this step organisation is to be focus and talk about the brand awareness in
market for future development. In this way, Ensure custom-made can determine the brand
and can subordinate the trade name with a special product form or demand PEPSI AND
COKE.in market. In this step is to be focus on customer thinks about the brand and use it
one time, it is help to increase the carrying into action level in market and customer know
your brand (Singh and Uncles,, 2016). In this step is help to customer think about your
brand and create purchase situation in customer mind. In this method PEPSI AND COKE
is focus on brand awareness about the products in market.
Illustration 1: Management hierarchy
Source: Types of Management,2017