Building Brand Architecture Report: Coca-Cola & Pepsi

Introduction

This report shows and tests the brand architecture of two brands – Coca Cola & Pepsi - in the
soft drinks market. The two brands are chosen as they compete in very similar markets and yet
have very different brand personalities. Coca Cola & Pepsi are among the most valuable brands
in the soft drinks market, & this report will bring out the sheer differences in the brand
architectures of these two brands. The goal is to observe how consumers can have vastly
different perceptions & relationships with very similar products owing to the differences in
brand architectures.

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Brand Architecture

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The first step is to develop brand pyramids for both brands.

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Brand Architecture for Coca Cola-
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Brand Core/Essence-Integrity & Diversity

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Brand Personality- Excitement, Cheerful, Toughness

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Emotional Benefits- Happiness, Celebration, Sharing,

Unity, Love
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Product Benefits- Tasty, Energy, Refershment,

Unique Flavour

Product Attributes- Fresh Drink, Global, Community

Symbol of happiness, Affordable, Fizzy

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 Brand Architecture for Pepsi-

Brand Core/Essence- Empower People,

Responsibility & Trust

Brand Personality- Toughness, Young & Excitement

Emotional Benefits- Fun, excitement, satisfaction

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Product Benefits- less fizzy, Sweet taste, refreshing

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Product Attributes- Fresh Drink, Global, Affordable,

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Soda, Competitive Pricing

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Brand comparison
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For my entire life I’ve understood the concept of brand rivalry because of two iconic brands:
Pepsi and Coca-Cola. As we can see both brands compete in very similar markets. Also both
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brands put a high value on product quality and satisfaction of its consumers. However, the
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differences in the brand personalities cater to very different target audiences in the same
market. Coca Cola prides itself on its age old unique recipe and the culture of spreading
happiness and love. On the other hand, Pepsi targets its customers on its unique and exciting
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brand personality. Both the brands provide value for money to the customers.
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Coca Cola attracts the bottom end of the market to the top end of the market. There are few
options to choose from the markets on soft drinks, but brand loyalty is high because of its
penetration in all the sections on the market. Pepsi offers a refreshment feeling and less fizzy
drink for every section of the market. It lets its customers control the pricing through the
customization model. Pepsi’s customers are more likely to be tough, fun and rugged. Pepsi has
always had a young target audience.

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 Brand Value

Interbrand said that The Coca-Cola Company is the world’s largest total beverage company,
offering over 500 brands to people in more than 200 countries with the brand value of 63,365
$m in 2019.It has high authenticity, commitment & global presence

On Forbes list of World's Most Valuable Brands 2019, Pepsi holds 29th position. Pepsi's brand
value is estimated up to 20,488 $m according to Interbrand. It has high responsiveness,
commitment & global presence

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Sources Consulted

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www.interbrand.com

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www.google.com
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Submitted By-
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Saibah Jalil
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