BRA Group 7

R E
ND AR C T U
C HIT E
 Trần Thị Sang Sang
Lê Trần Phương Anh
Võ Thị Kiều Như
Group 7 Nguyễn Phúc Minh Anh
MENBERS Trần Ánh Như
Đinh Phạm Thuý Hoa
1 INTRODUCE 4 ADVANTAGES &
DISADVANTAGES

2 LEVELS OF BRAND 5 SOLUTIONS

3 HYBRID BRAND 6 CONCLUSION

Brand architecture defines the role
of each brand and acts as a
guideline for the interrelationship
between the brands in the
organization.
 Enables consumers to form
understandings and preferences for
different brands in companies
=> To improve brand awareness
and brand image
1.
 1. INTRODUCTION
1.1 Company’s History
Pepsi was first introduced as "Brand's Drink" in
New Bern 1898. It was later labeled Pepsi Cola in
1931, PepsiCo was formed in 1955 , Ramon
Laguarta (1963) become CEO of PepsiCo in 2018.

"PepsiCo is a world leader in

convenient snacks, foods and beverages

with revenues of more than $60 billion

and over 285,000 employees."

1. INTRODUCTION
1.2 Company's Vision & Mission

"PepsiCo's responsibility is to continually improve

all aspects of the world in which we operate -

environment, social, economic - creating a better

tomorrow than today."

"To be the world's premier consumer Products

Company focused on convenient foods and beverages."
1. INTRODUCTION
1.3 Product Portfolio
2. LEVELS OF BRAND
2. LEVELS OF BRAND
2.1 Company Brand Level

PEPSICO, INC. IS AN AMERICAN MULTINATIONAL FOOD,

SNACK AND BEVERAGE CORPORATION. PEPSICO IS
INTERESTED IN THE PRODUCTION, MARKETING AND
DISTRIBUTION OF NUT SNACK FOODS, BEVERAGES AND
OTHER PRODUCTS.
2. LEVELS OF BRAND
2.2 Family Brand Level

2. LEVELS OF BRAND
2.3 Individual Brand Level
Pepsi Lay’s
2. LEVELS OF BRAND
2.4 Modifier Level

Pepsi

Lay's
2. LEVELS OF BRAND
2.5 Product Descriptor
LAY'S
Always fresh tasting, crispy and delicious,
each bag of Lay's Classic® potato chips is
made with specially selected potatoes and to
the highest quality standards. Crispy and light
tasting, Lay's Classic® potato chips were
designed to put a smile on everyone's face,
which makes them the perfect snack to share
3. HYBIRD BRAND
PepsiCo is known as one of the
typical brands when it comes to the
Hybrid model with the main brand
being Pepsi Cola.

During its development, PepsiCo

wanted to expand its product
portfolio, but at the same time have
completelydifferent brands.
3. HYBIRD BRAND
3. HYBIRD BRAND
Branded House
3. HYBIRD BRAND
House of brand

3. HYBIRD BRAND
Endorsed brand
Allows maximum use of two
types
New services, trials added to
the company's portfolio
Create favorable conditions
for a new sub-brand to be
born
Complex brand management
High advertising costs
High planning cost
Inflexibility and reputational
risk to the parent company
Confusing consumers
Focus on developing strong brands

Cut down on weak brands to save costs. Pepsico should considet

three criteria: brand strength, growth potential and brand size.

Allocate resources reasonably to build different brands: where is

the strategic brand, where is the spearhead brand, where is the
auxiliary brand...

If there is a risk, such as a "scandal" of product quality, that

requires a recall, only that brand will be affected, and the other
brands will be safe.
From the above analysis, it can be seen that Pepsico has
become one of the leading brands in the beverage industry
market. With the existing advantages, Pepsi is doing very
well in the current context, but they need some audience
orientation and a little dynamism in their brand strategy.

The company needs to change its strategies, change

policies to have more opportunities for development as well
as affirm its position in the future.
Thank You For