Application of Branding Concepts to Soft Drink

1. Assignment-Strategic Brand
Management
Product – Soft-Drink
SACHIN K S

2. 1) Levels of Products
Pepsi Coke Cola Bindu
Core Benefit We Drink when we get
Thrust
We Drink when we get
Thrust
We Drink when we get
Thrust
Generic Bottle Drink Bottle Drink Bottle Drink
Expected Brand Quality Brand Quality Brand Quality
Augmented Natural Drinks Chemical Free Drink Offers by the Brand
Potential Release of different
product in improved form
Release of different
product in improved form
Release of the same
product in improved form

3. 2) Brand Elements
Brand Name Pepsi Coca Cola Bindu
Logo
URL www.pepsico.com www.coca-cola.com Sgcoporates.com
Character None None None
Slogan The Beginning of
Refreshing
Open Happiness The pure taste of
Happiness
Jingle None None None
Packaging Bottle, Tin, Tetra Pack,
Metal Cylinder
Bottle, Tin, Tetra Pack,
Metal Cylinder
Plastic Bottle, Tetra Pack

4. 3) Customer Based Brand Equity Model

7. 4) Kaferer’s Brand Identity Prisma

9. Physique
Soft Drink
Medium Sized b/s
Personality
Young to Old,
Innovative,
Culture
Young, Upcoming
Bindu
Self-Image
Cool, Local Made
imported quality
Relationship
Emotional Bond,
Community Focus
Reflection
Safe Drink, Natural
Process, Next Gen Drink

10. 5) POP and POD
Point Of Parity Pepsi Coke Bindu
Refreshment, Huge Fan
Following, huge Turn over,
export oriented,
Contemporary, Symbols,
Young brand
Refreshment, Huge Fan
Following, huge Turn over,
export oriented,
Contemporary, Symbols,
Young brand
Refreshment, Huge Fan
Following, export oriented,
Contemporary, Symbols,
Young brand
Point of Difference Joy, Family moments,
Happiness, American Dream,
Global Brand
Sweeter Taste, Young Target,
Adventure, Fun Loving brand
Local Brand, Community
oriented, Extending wings,
Special flavour like Jeera and
some local Flavour

11. 6) Global Brands
Name Pepsi Coke Bindu
YES YES YES

12. 7) Brand Value
Pepsi Coke Bindu
Emotional Modifier Party, Fun, Family
Moment
Celebrity, Refreshment Traditional and new
Descriptive Modifier Showcasing Showcasing Under a purpose
Brand Function For Thirst and refreshing For Thirst and refreshing For Thirst and refreshing

13. 8) Brand Imitation
Brand Imitation is there in Two Global Brands Pepsi and Coca-Cola are
imitated by the other local producers and are sold in many places. But
when compared to the Global brand the Bindu is imitated less.

14. 9) Brand Knowledge and Image
Feeling
Refreshment
Image
Global Brand
Behaviour
Social
Experience
Young
Attitude
High
Beliefs
Relaxation
Perception
Quality Products
Thoughts
Superior

15. Feeling
Superior
Image
Global Brand
Behaviour
Social
Experience
refreshment
Attitude
High
Beliefs
Value
Perception
Quality Products
Thoughts
Nothing more than
this

16. Feeling
Good
Image
Country Brand
Behaviour
Social
Experience
Best in local
Attitude
Low
Beliefs
Value added
Perception
Quality Product in
local level
Thoughts
Might become a big
brand in Coutry

17. Thank You