Pepsi vs Coke Brand Positioning

Week 5 Branding and Positioning Reading * Articles Please be sure to read completely articles and view all videos listed. They are improvident but insightful. 1. Inter brand Names 100 Best Global Brands http//www. marketingpilgrim. com/2010/09/interbrand-names-100- outstrip-global-brands. html 2. What P&G Taught Me About Brands http//maxbrandequity. com/Documents/What%20PG%20taught%20me%20about%20Brands. pdf 3. The Power of Brand Equity http//www. thinkingleaders. om/ pull in/964 Questions Write what you conceptualize are the current global brand positionings for ascorbic acid and Pepsi (the brands, not the companies)? Few other companies in the world seduce been competent to construct and manage their brands as well as these companies. Much of the productive of these companies can be attributed to way in which they have managed their soft fuddle brands. snow has positioned itself as an integral, crucial part of batchs habitual lives.The brand, busyly through its com mercials, creates intimacy with its consumers by evoking memories and experiences with the brand and their unique exchange proposition live the bump side of life is a run aground example of this. Its an invitation to live on the positive side of life, with Coke. It invites people to create their exceed positive reality and overall says, only Coke will do because essentially, Coke is rapture in a bottle. Importantly, from a global marketing perspective, it allows each country the opportunity to interpret their own moments of happiness and the brands role in those moments.Pepsis invigorated global brand positioning (announced this year) is reflected in their caption Live for nowadays which invites and inspires Pepsi fans to live each moment to the fullest through a breadth of global, pop-culture platforms, including relationships with medicinal drug and enjoyment brand evangelists, digital innovation, epic events and unique partnerships. This positioning enables the brand to pursue impudently partnerships with some of the worlds leading artists and pleasure properties.Do you swear the global positioning is several(predicate) from the positioning these brands are utilizing in your household country? If yes, please provide the positioning in your home country and explain why you think it is varied. The global positioning of Coke and Pepsi is the same around the world by way of general al-Qaeda and overall message, however due to the differences in culture and society crossways the globe, the execution of the companys respective positionings must be different for each of the markets that they serve.As each country/region of the world is quite different, it is desperate that the message is tailored in a way that is relevant and best captures the nates market. For example, the recent Coke advertisement in Australia visualises a assort of friends playing around on a boat off the bank (presumably of Australia) which clearly taps into the Australi an beach culture. This message of joy and happiness is still carried but its made to a greater extent relevant to the particular market which it is serving by the way in which the message is constructed and contextualised.The Interbrand advertise indicates that the Coke brand is much more valuable as an summation than the Pepsi brand. Please explain why you believe this is true, macrocosm sure to signalise on a. Strength of positioning Coke has positioned itself more emotively than Pepsi as is intelligible in many of Cokes advertisements over the years which moreso depict the human experience through a strong emphasis on families and the community. b.Key points of parity and points of difference some(prenominal) emotive in their message, but different in that Coke really taps into the general consumers glad experience with the brand, whereas Pepsi I believe is more targeted (particularly to the youth market) and has the image of being high-energy and action-oriented, and I t hink a large part of their target audience associate themselves with the brand because of that image. They are similar in that both brands consider themselves to be bold and refreshing. c.Whether any of these points of difference are agonistical advantages Cokes positioning, with its strong association to feelings of joy and happiness, I believe gives it a competitive advantage in that these feelings and positive connections with happiness give it timeless appealingness, whereas Pepsi seems to be more in-the-moment and almost timely by comparison. Coke, I feel, represents a state of permanent happiness whereas Pepsi is all about excitement, which we all know, is an emotion that is often fleeting. This position of happiness/longevity, I believe, is more glossy to consumers. . Line extension strategy Having a strong brand that consumers are loyal to allows an organization to extend its line of products and bring to market new products more easily.If Cokes brand is stronger and bet ter positioned (which I believe it is), then by extension, it will be of greater value since the induction of new products can more easily be made, and therefore, new receipts streams open up for the company. There are, of course, risks associated with line extension, however if managed well, leveraging an lively brand can be of enormous financial benefit to a company. . International presence I think Cokes broader appeal to such human states as joy and happiness allows the brand to go more strongly crosswise cultures whereas Pepsi, with its greater reliance on pop-culture and entertainment artists makes it more restricted in its global reach. Clearly, Michael Jackson will have less appeal in a developing country than in the United States, however Cokes association with feelings of joy, family and life more generally can, as a message, be more easily carried across borders and into countries.