Building Brand Architecture: Coca-Cola V/S Pepsi

Introduction

In this paper, two well-known brands in the market for carbonated beverages—Pepsi and Coca-Cola—
have their brand architectures built and examined. One of the most apparent options for the report,
these brands are highly comparable in terms of the products they sell to the market, but their branding
is distinct enough to allow for comparison. Two of the most well-known, well-established, and very
valued brands in the carbonated beverage business are Pepsi and Coca-Cola, with PepsiCo being a
corporation that produces both beverages and foods and the Coca-Cola Company focusing primarily on
soft drinks. This paper will look at their differences. The report's primary objective is to analyse how
consumer relationships with seemingly interchangeable businesses might vary based on marketing
strategies.

Brand Pyramids

Building brand pyramids for each brand is the first stage, and we'll compare them later. The pyramid
consists of five different elements, each of which can be constructed and analysed differently. We are
able to determine the essence of the brand through the pyramid-building process.

Brand Architecture: Pepsi

Brand Core/Essence : Young, modern, successful

Brand Personality : Young (in age or mind), sporty,

cool

Emotional Benefits : Feeling of freedom and

success,individualism

Product Benefits : Tasty, quenches

thirst,inexpensive

Product Attributes : Sweet taste,

recognizablebluebackground, recognizableand
convenient shape of abottle/can
Brand Architecture: Coca-Cola

Brand Core/Essence: Timeless, classic, happiness

Brand Personality: Any age from kids to elders, likes

agood company, fun

Emotional Benefits: Sharing with family and

friends,Feeling happiness

Product Benefits: Tasty, quenches thirst,inexpensive,

available to share

Product Attributes: Pleasant traditional

taste,recognizablered&white background, convinient
shapeof a can/bottle

Brand Comparison

Both companies, which are in direct competition with one another in the same market, rely on
consumers being aware of their products' distinctive qualities, traditional tastes, and lengthy histories in
the marketplace. Because both companies aim for a universal appeal for every age group and variety of
interests, their target markets are essentially the same. However, the primary goal of Coca-Cola
branding is to bring people together, share the product at joyful moments, and jog people's memories
of holidays, weekends, and fun while providing a timeless and well-known beverage. Pepsi prides itself
on being hip, contemporary, and distinctive, and frequently features athletes or well-known musicians
in their advertising. With slightly different branding, Pepsi and Coca-Cola both achieve their respective
firms' revenue share objectives while offering a comparable range of products on the market. Since
consumers are familiar with both brands by name and frequently view them as a simple matter of
selecting one or the other, they have similar customers regardless of the branding due to the lengthy
history of the companies and similar pricing.

Brand Value

With a brand value of $63,335 million, Coca-Cola is listed as the fifth best global brand in 2019 on the
Interbrand website. The solo brand value of Coca-Cola is necessary for an apples-to-apples comparison,
though. The revenue shares of Coke from its parent firm, The Coca Cola company, could be used as a
criterion to determine the overall brand value. That task would be too challenging. The 24th most
valuable brand on the aforementioned list according to Interbrand is Pepsi, which has a brand value of
$20,488 million. Similar to Coca-Cola, it would be difficult to determine Pepsi's standalone value because
it is a part of the large conglomerate PEPSICO. However, there is a significant difference in brand value,
which in my opinion is mostly due to Coke's commitment to serving the entire target community,
including children and families. Because consumers associate it with joy and happiness, its marketing
campaigns are more effective. Pepsi, which competes with one of the world's greatest brands, Coca-
Cola, is seen as merely a teenager's thirst quencher.

Sources

https://www.interbrand.com/best-brands/best-global-brands/2019/ranking/