Table of Contents

BRAND ARCHITECTURE ..................................................................................................................... 2

PEPSI VS COCA-COLA ........................................................................................................................ 2
INTRODUCTION............................................................................................................................. 2
BRAND PYRAMIDS ........................................................................................................................ 2
BRAND ARCHITECTURE: PEPSI ....................................................................................................... 2
BRAND ARCHITECTURE: COCA-COLA ............................................................................................. 3
BRAND COMPARISON ................................................................................................................... 3
BRAND VALUE ............................................................................................................................... 4
REFERENCES .................................................................................................................................. 5
 BRAND ARCHITECTURE

PEPSI VS COCA-COLA
INTRODUCTION
This report builds and examines the brand architecture of two brands, Pepsi and Coca Cola,
in the carbonated beverages market. These brands are very similar in terms of products they
offer to the market, so it was one of the most obvious choices for the report, but their
branding are different enough to be able to compare. Pepsi and Coca-Cola are two of the
most well-known, developed and valuable brands in the carbonated beverages market, with
Coca-Cola Company specializing mostly in soft drinks and PepsiCo being a beverages and
foods company. Their differences will be examined in this report.

BRAND PYRAMIDS
The first step is to build brand pyramids for each brand, which we will then compare. The
pyramid consists of five various aspects which may differ depending on who is constructing
and analysing them. Through building of the pyramid we get to determine the brand's
essence.

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, recognizable blue

background, recognizable and convenient shape of a
bottle/can
BRAND ARCHITECTURE: COCA-COLA

Brand Core/Essence: Timeless, classic, happiness

Brand Personality: Any age from kids to elders, likes

a
good 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,

recognizable red&white background, convinient
shape of a can/bottle

BRAND COMPARISON

Both brands, competing in the same market, depend on the public knowledge of their
products having distinct recognizable features, traditional taste and a very long history in the
business. Their target audiences basically are the same, because both companies go for the
universal appeal for each and every possible age group with different interests. However,
Coca-Cola branding has the main idea of getting people together, sharing the product during
the happiest times, reminding people of holidays, weekends and fun while having something
classic and familiar to drink. Pepsi is more about being trendy, modern and unique, with their
advertisements often showing people like famous music artists or sportsmen. Both Pepsi and
Coca-Cola have the similar variety of products in the market, and with different branding they
both meet the companies’ goals of revenue share.
Ultimately, with the long companies history and similar pricing, they have similar customers
regardless of the branding, because people know both brands by name and often think about
them as a simple option of choosing one or the other.
BRAND VALUE

Interbrand ranked Coca-Cola as the third most valuable brand in its 2015 brand rankings with
the brand value of $78,423M. Pepsi, according to the same source, had the brand value of
$19,622M. The number is smaller, but in reality Pepsi continues to build momentum, its brand
value increased by 3% since 2014, while Coca-Cola’s brand value decreased by 4%.
Additionally, it’s worth noticing that PepsiCo offers more diverse products in comparison of
Coca-Cola’s focus on soft drinks only, so in terms of total revenue figures are different and
PepsiCo has more earnings. This report, though, as does Interbrand, considers only the
carbonated beverages market. In terms of brand equity and popularity, as we can see, Coca-
Cola is way above Pepsi. One of the reasons for that might be their different approach to
branding, with Coca-Cola being more appealing and familiar to the customers.
REFERENCES

 Anuar, D., 2020. Comparison Of Brands: Pepsi Cola Vs Coca Cola. [online] Academia.edu.
Available at:
<https://www.academia.edu/4977803/Comparison_of_brands_Pepsi_Cola_vs_Coca_Col
a> [Accessed 17 July 2020].

 Content.infegy.com. 2020. [online] Available at:

<https://content.infegy.com/hubfs/Reports/Brand-Analysis-Coca-Cola-vs-Pepsi_Report-
by_Infegy.pdf> [Accessed 17 July 2020].

 Coursehero.com. 2020. Pepsi Vs Coca-Cola.Pdf - Building Brand Architecture Pepsi Vs

Coca-Cola Introduction This Report Builds And Examines The Brand Architecture Of Two |
Course Hero. [online] Available at:
<https://www.coursehero.com/u/file/28338466/Pepsi-vs-Coca-
Colapdf/?justUnlocked=1#question> [Accessed 17 July 2020].