Brand Management Report: Coca-Cola and Pepsi Strategies

This report delves into the critical aspects of brand management, focusing on Coca-Cola and Pepsi as case studies. It begins by highlighting the importance of branding as a marketing tool and its evolution in business practices, followed by an analysis of key components of a successful brand strategy for building and managing brand equity. The report then explores various strategies for portfolio management, brand hierarchy, and brand equity management, including Keller's Brand Equity Model. It also examines brand management through collaboration and partnerships at both domestic and global levels, and assesses different techniques for determining and managing brand value. The report provides a comprehensive overview of branding, its impact on consumer perception, and strategies for maintaining brand value in the competitive soft drink market.

BRAND MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
SECTION 1......................................................................................................................................1
P1 Importance of branding as a marketing tool and how it has emerged in business practices. 1
P2 Discussing and analysing the key components of a successful brand strategy for managing
and building brand equity.......................................................................................................3
SECTION 2 .....................................................................................................................................5
P3 Analyse different strategies of portfolio management, brand hierarchy and brand equity
management............................................................................................................................5
P4 Brand management with collaboration and in partnership at domestic and global level10
P5 Different types of techniques to determine and manage the brand value.......................13
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Branding is crucial for Coca-Cola and Pepsi in order to maintain their brand value in the
market towards customers which increases the production and profitability. The report covers the
branding uses as a marketing tool which emerged in the business practices. The key components
of successful brand strategy for building and managing the brand equity will be discussed in this
report. Different strategies of portfolio management, brand hierarchy and equity management is
also explained in this report. Brand management as working collaboratively and in partnership at
domestic and international level will be discussed. Different types of techniques to measure the
brand value is also assessed in this report for Coca-Cola and Pepsi.
SECTION 1
P1 Importance of branding as a marketing tool and how it has emerged in business practices
DEFINITION OF BRAND
Brand is a name, design or symbol or can be said as a feature which describes the identity
of any product and service which is sold by any seller or company. Brand also differentiates
products and services from any other product effectively. Brand also leaves an image of products
and services offered by organisations on customers minds (Sevel, Abratt and Kleyn2017). It can
be also described as a memory or expectations which helps any consumer to make a decision to
purchase the products or to choose over another.
BRANDING IMPORTANCE
Branding is crucial for firms which provide soft drinks for customers in the market
effectively. The soft drink taste is different from any other brand which makes it special and
effective in the market. Apart from this, any other firm related soft drink company . Both are
well known firms in the market with effective revenues and tastes. Branding is crucial for firms
in order to expand their business activities in the market (Hudson, 2017). Any brand takes the
eight basic blocks as consideration such as colour, name, logo, sound of the brand, position,
messaging, experience and packaging of the brand. Branding will help to expand markets and
increase revenues with market shares.
 Remembering: It is very hard for the consumers or any other people to remember the
name of products and services that brand helps Organisations to remember their
customers about their products and services effectively (France, Merrilees and Miller,
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2016). Brand image and attractiveness will help them to remember the products offered
by the organisations efficiently.
 Increase reputation: An effective brand image will help businesses to enhance their
reputation in the market towards consumers effectively. Customers who used the
products and services remember them by the brand image and logo which will help them
to tell others about the effectiveness of brand and products. Thus, brand also helps to
increase the loyal consumers.
 Differentiate: Branding will help Organisations to differentiate their products and
services from each other in the market. In addition to this, both brands are from the same
sector which sells soft drinks for customers.
 Perceived value: Perceived value is all about the way in which consumers perceive the
brand effectively. In respect to this, consumers thinking for the brand has a significant
impact on choices that whether they want to purchase the products or not. The identity of
brand will help them to increase the perceived value with looking more effective and
professional.
 Branding creates meanings: Marketing is spread all over the places with multiple
channels and also assessed with advertisement. An effective branding of Organisations
will help them to demonstrate their meaning, initiatives and purpose in the market
towards consumers effectively. Branding is winnings the heart of consumers with
providing them good products and services. Thus, an effective branding will help
Organisations to create their own values and meaning plus a message as well for the clear
communication.
 Branding creates powerful and strong emotional connection: Emotions is a strong
and powerful energy which helps Organisations to make their decisions effective
(Merrilees, Miller and Halliday, 2016). It also influences the behaviour of organisations
in terms of what they decide to do effectively. Brand work will also help businesses to
evaluate their target customers and helps to know the business activities in the market
efficiently.
The main role of branding in business practices is to advertise the particular products and
services offered by Organisations which will help consumers to use the products with quality in
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the market. This will also help organisations to increase their profitability and production which
increases market shares and helps to achieve desired objectives and goals effectively.
P2 Discussing and analysing the key components of a successful brand strategy for managing
and building brand equity
IMPORTANCE OF BRAND STRATEGY
Strategy for branding is important for Businesses in order to determine their consumers’
requirements and demands which will help them to do their business activities in the market
effectively. Strategies and plans for branding will also help both firms to manage and handle
their operational activities in the market (Pulligadda, Kardes and Cronley, 2016). Strategies help
them to evaluate the actual demands and perception of consumers from which they can provide
effective services and products in the market and will be able to take their decisions effectively.
MANAGING BRAND OVER TIME
Management of brand over time describes the long term effectiveness of both Businesses
brands. In the present time, the market is full of competitors that both brands should manage and
evaluate their techniques, services, products, framework and consumer preferences and tastes to
manage their brand effectiveness for a long period of time. Strategies for branding, marketing
communication and programs will help them to look forward towards brand equity which is
based on customers. Both brands can also determine their future customers’ preferences and
tastes with the help of balancing brand management. Life cycle process is way which will help
both Businesses brands to manage their operations for long time and also to expand their
businesses and brand awareness in the market towards customers effectively.
CHALLENGES IN DEVELOPING A BRAND
 Possessing a compelling vision: Both Businesses brand needs to differentiate their
products and services from each other in the market in order to manage their brand value
effectively (Juga, Juntunen and Paananen, 2018).
 Accomplishing Integrated Marketing Communication (IMC): IMC is hard for
Businesses in order to select the advertisement method, digital, social media or any other
method from which they can make marketing communication.
 Developing strategy: Strategy management is also crucial for managing the brand value
and equity in the market sometimes difficult for both Businesses because of some
marketing issues effectively.
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BRAND EQUITY
Brand equity is way from which both Businesses can manage their brand value and
equity in the market towards consumers effectively. An effective brand equity will help both to
increase their revenues from selling the quality products and services. The products and services
with superior quality, memorable and recognisable for customers and reliable will increase the
brand equity for both brands (Vrontis and Thrassou, 2014). The main three components of brand
equity are resulting values, consumer perception and positive and negative impact. It is well
known that brand equity is based upon customers perceptions which involves both knowledge
and experience.
 Target audience and customers: Target audience and consumers are those people who
are willing and likely to buy the products and services offered by both brand effectively.
It is very important for Businesses to evaluate not only the target customers but also the
people who are in the market and able to purchase the products and services.
 Brand promise: Brand promise is all about the quality and effectiveness of products and
services which is mentioned by both Businesses towards their customers for use. It is
necessary for both to achieve the target of customer perception which describes the
consumer expectations for buying the products effectively. It can be also defined as a
message which both brands speaks towards their customers (Dwivedi, Johnson and
McDonald, 2015).
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SECTION 2
P3 Analyse different strategies of portfolio management, brand hierarchy and brand equity management.
Keller's Brand Equity Model
The model is also known as
customer based brand equity model
which develop and improve the
strong brand strategic management
efficiently (Cui, 2016). The Keller's
brand equity model considered the
brand identity, meaning, resonance
and response which will help firms
to make a strong strategy for
handling and managing the brand
equity effectively.
Keller's brand equity model will help
business to make strategies and plans
in order to manage their brand
portfolio by creating awareness
towards brand in the market and will
also help to measure the brand
effectiveness towards customers.
Brand identity: The identification
Brand Hierarchy
A brand hierarchy is short summary of
branding strategy which describes the number
and nature of some common elements and
also distinctive of brand across organisatinns
services and products (Francis 2017).
It defines the mixture of making any product
or service. In addition to this, brand hierarchy
moves from top level to bottom level involves
more entries at each level where it succeed
(Singh, Quamina and Kalafatis, 2017).
Various level of brand hierarchy will help to
develop and improve the strategies for brand.
The brand hierarchy is also busy in evaluating
the logo and image of brand using the
research and measuring the information
acquired from markets effectively and
efficiently. It will include two levels such as
strategic decision making and support of
executives.
Brand Portfolio Strategy Management
Brand portfolio strategy management will help
firms to determine their structure, roles, scope and
interrelationships of the brand portfolio
effectively. Managing the brand portfolio strategy
is very important as well as difficult to achieve the
market and consumer perceptions efficiently. Here
are some guidelines for making an effective brand
portfolio strategy management which will help
both firms to achieve their customers and market
perceptions. Coca Cola uses “one brand” approach
uniting three brands under the umbrella of Coca
Cola. These are Diet Coke and Coca Cola Zero
Sugar and Coca Cola. Furthermore, Coca Cola
advertising shows full range of colas. Pepsico has
different brand strategy. Pepsi always target youth
segment or new generation. There brand strategy
is to address younger generation in the country.
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of brand involves the awareness of
business products and services to
ensure that the brand will stand out
and customers can easily recognise
the brand efficiently. This will help
consumers to be aware towards the
brand effectively.
Determining the potential and target
consumers which helps to determine
the customer demands and
requirements.
Customer market segmentation and
decision making.
Classification of products and brand
(Ronson, 2016).
Identification of customer perception
and preferences.
Brand meaning: The meaning for
brand includes the identification of
brand meaning and communicating
the purpose of businesses
effectively. Imagery and
Brand roles: Businesses should be sure about their
roles which will be well defined in the context of
marketing for each product and service effectively.
The role should be well defined and described
which will help them to reach customer
perceptions. This will provide strengthen towards
brand portfolio efficiently. For an example,
endorsers brand and lynchpin and emerging
platform for the brand etc. This will help to
achieve the better management of brand portfolio
effectively and in different conditions as well. The
roles will help employees working in the firm in
order to achieve their individual goals from which
they can manage business performance. Coca-Cola
is “moving at the speed of the consumer” in its
flagship market by evolving both its business
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performance are the two basic blocks
which build the meaning of brand.
Performance describes the
accomplishment of customers
demands and imagery refers to to the
customer demands on psychological
and social level.
Experience of customers with
business products.
Product should meet the customer
demands.
Performance and imagery
accounting for developing brand
personality.
Brand response: Brand response is
the feedback and comments which is
provided by the customers after
using the products and service
effectively. This will be divided into
two parts such as feelings and
judgements (Orth and Rose, 2017).
A brand hierarchy is short summary of
branding strategy which describes the
number and nature of some common
elements and also distinctive of brand
across Coca-cola products. The brand
hierarchy is also busy in evaluating the
logo and image of brand such as Coca-
cola using the research and measuring
the information acquired from markets
effectively and efficiently. This will
also help to make strategies for the
brand hierarchy in order to make
decisions regarding expanding business
operational activities.
model and how it measures success,
Coca-Cola. Coca-Cola is the most popular and
biggest-selling soft drink in history, as well as one
of the most recognizable brands in the world. ...
Sprite. Introduced in 1961, Sprite is the world's
leading lemon-lime flavored soft drink.
Thinking for long terms: Brand portfolio of Coca-
Cola and Pepsi should be managed effectively in
order to manage their available resources. This
will help them to accomplish their present and
future growth and profits for the business
effectively (Rutter, Roper and Lettice, 2016). The
brand portfolio of Coca Cola is lot stronger as
compared with Pepsico. In addition to this, firms
should balance the dual tension of loss and near
term profit with the help of assets and long term
valued effectively. Brand valuation is also
important to utilize the resources which is
associated with the decision making. Brand
portfolio also can be managed with qualitative
approach efficiently and effectively. This will also
help them to make some certain plans and
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Consumers judges the products
quality on the basis of brand.
Expertise, trustworthiness and
liability credibility.
Consideration of customers for
products with unique and different
needs.
Superiority of brand compared to the
others.
Customers mostly prefer Coca Cola
because of its taste, brand value and
goodwill as compared to Pepsi.
Brand resonance: The brand
resonance is comes up with the top
level of brand equity that it is
difficult as well as important.
Customers love for the products with
attitudinal attachment.
Community sense describes the
customers association with brand
with becoming the representative
(Walsh, Schaarschmidt and Ivens,
strategies from which they can manage their brand
portfolio effectively. Long term thinking will help
to make strategies which will help to take
advantage of future opportunities and will also
provide effective decision to be prepare for future
uncertainties as well.
Customer perspectives: Brand portfolio decisions
not also consider the review of financial data and
information but also takes the customer
perspectives which are normally originated inside
the board rooms. Organisations can use the
qualitative and quantitative approach which is very
useful as well as important in order to accomplish
the customer research and market conduction
effectively. Customers perspectives are important
that it helps to manage the brand portfolio
according to the requirement and needs.
Customers are the key performance indicators for
firm that perception should be evaluate and
measured by firm in order to manage the brand
portfolio effectively.
Consider the model of brand architecture: Brand
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Illustration 1: Brand hierarchy Pepsico

2017).
Active engagement which shows that
even if the consumer is not
purchasing the product but assessed
with brand. Customers are more
attracted and loyal to Coca Cola as
compared to Pepsi. The brand value
of Coca Cola is more than Pepsico
which impacts on the brand
resonance.
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Brand Hierarchy. Progress never comes
overnight. Everyone has to climb the ladder
step by step. Coca-Cola started life in 1886 as
a soda fountain beverage. A typical local or
store brand, it spread to other outlets rapidly.
Bottling was not an initial priority. In fact,
two attorney bought the bottling rights for
most of the US
architecture is considered a s the structure of brand
portfolio which describes the pieces and way used
for making a strong brand portfolio effectively.
This will also help both firms to differentiate their
products and services from each other effectively
(Payne, 2017).
Connecting with organisation strategy: An
effective brand portfolio management can be done
by connecting it to the strategy of business
effectively. This will be deliver through,
differentiation, synergy, energy to accomplish the
leverage and clarity which will help them to
achieve the business objectives and goals. This
will also help them individually to evaluate the
customer demands and preferences. Brand can
connect with the plans and strategies in order to
manage their brand portfolio effectively. Strategies
will help them to manage the portfolio which
attract customers in order to increase the sales and
profitability. This will also help them to achieve
desired goals and objectives.
The brand portfolio considered the relationship
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and roles with each other to create a happy family
of brands efficiently and effectively. This will be
deliver through, differentiation, synergy, energy to
accomplish the leverage and clarity which will
help them to achieve the business objectives and
goals. This will also help them individually to
evaluate the customer demands and preferences
effectively.
Beverages. PepsiCo India's expansive portfolio
includes iconic refreshment beverages Pepsi, 7UP,
Mirinda, Slice and Mountain Dew, in addition to
low-calorie options such as Diet Pepsi, hydrating
and nutritional beverages such as Aquafina
drinking water
P4 Brand management with collaboration and in partnership at domestic and global level
Approaches And Strategies For Extension
Coca-Cola and Pepsi are the famous soft
drink supplier all over the world at
international and domestic level that they
should make some effective strategies to
expand their business activities and market
effectively (Scholz, 2014). This can be
Brand Reinforcement And Revitalisation
Reinforcement will help both organisation to
manage their brand equity effectively. This
will help them by ensuring that the
consumers have enough knowledge and
experience of products that the organisations
can receive important information used by
Partnership And Collaboration
Coca-Cola and Pepsi can also use the
partnership and collaboration activities for
expanding their business and profitability.
This can be done by Mixing up with any
other brand for an example both firms can
collaborate with any fast food outlet
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