PepsiCo produces several beverage and snack brands including 7Up, Pepsi, Gatorade, Lays, and Quaker Oats. The document discusses PepsiCo's brand strategies and analyzes one of its water brands. It examines the brand's functional attributes, benefits, and emotional appeals. It also evaluates the brand's salience, imagery, judgments, feelings, and resonance that it aims to create for consumers.

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House of brand strategy
*Branded house strategy
*Blended house strategy

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PEPSICO
Aerated
7UP, Pepsi,
Mirinda, Duke’s,
Lehar, Mountain
dew
Fruit/Energy
drinks
Slice, Gatorade,
Tropicana
Snacks
Kurkure, Lays,
Cheetos, Uncle
chips, Quaker
Oats

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AERATED DRINKS

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FUNCTIONAL ATTRIBUTES
FUNCTIONAL BENEFITS
EMOTIONAL BENEFITS
ASPIRATIONAL BENEFITS
Makes one feel confident
and play harder
Energy
Booster
Flavours, sport
organizations endorsements
None

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SALIENCE
PERFORMANCE IMAGERY
-
JUDGEMENT
Consistency, Very
likeable, superior
amongst other brands.
FEELING Youth centric,
Fun, Happiness
RESONANCE
Tailor made Taste,
flavours and excellent
quality
Experience, “good
brand” feeling
Range, reach and high awareness
None

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PHYSIQUE
- Natural Mineral water
PERSONALITY
- Trustworthy
REFLECTION
- Pure and safe
CONSUMER MENTALISATION
- Sophisticated and health
care
RELATIONSHIP
- Honest and
consistent
CULTURE
Protected

10. THANK YOU..!