Pepsi vs Coke Brand Positioning

Week 5 stigmatization and Positioning Reading * Articles Please be sure to read solely articles and view all videos listed. They are short simply insightful. 1. Inter scrape Names snow Best Global Brands http//www. marketingpilgrim. com/2010/09/inter stag-names-100-best- orbiculate- fire blots. html 2. What P&ampG 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/archives/964 Questions Write what you reckon are the current global brand positionings for gust and Pepsi (the brands, not the companies)? a couple of(prenominal) other companies in the world have been able to construct and dole out their brands as well as these companies. Much of the successful of these companies nookie be attributed to way in which they have managed their soft drink brands. change state has positioned itself as an integral, crucial part of peoples everyday have a go at its.The brand, particularly through its commercials, creates intimacy with its consumers by evoking memories and run acrosss with the brand and their unique selling proposition live the Coke side of life is a prime example of this. Its an invitation to live on the positive side of life, with Coke. It invites people to create their knowledge positive reality and overall says, only Coke will do because essentially, Coke is happiness in a bottle. Importantly, from a global marketing perspective, it allows all(prenominal) earth the opportunity to interpret their own moments of happiness and the brands role in those moments.Pepsis saucily global brand positioning (announced this year) is reflected in their caption Live for Now which invites and inspires Pepsi fans to live for each one moment to the fullest through a breadth of global, pop-culture platforms, including relationships with music and entertainment brand evangelists, digital innovation, epic events and unique partnerships. This positioning enables the brand to pursue new partnerships with some of the worlds leading artists and entertainment properties.Do you believe the global positioning is different from the positioning these brands are utilizing in your home country? If yes, please provide the positioning in your home country and exempt why you think it is different. The global positioning of Coke and Pepsi is the same more or less the world by way of general theme and overall message, even due to the passings in culture and society across the globe, the execution of the societys 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 imperative that the message is trim in a way that is relevant and best captures the target market. For example, the new Coke advertisement in Australia depicts a group of friends playing around on a boat off the coast (presumably of Australia) which clearly taps into the Austra lian beach culture. This message of joy and happiness is still carried but its made more relevant to the particular market which it is lot by the way in which the message is constructed and contextualised.The Interbrand report indicates that the Coke brand is much more valuable as an asset than the Pepsi brand. Please apologise why you believe this is true, being sure to comment on a. capability of positioning Coke has positioned itself more emotively than Pepsi as is evident in some of Cokes advertisements over the years which moreso depict the tender experience through a strong emphasis on families and the community. b.Key points of parity and points of difference both emotive in their message, but different in that Coke really taps into the general consumers happy 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 think a large part of their target audience cerebrate 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 call forth, whereas Pepsi seems to be more in-the-moment and almost timely by comparison. Coke, I feel, represents a kingdom of permanent happiness whereas Pepsi is all about excitement, which we all know, is an emotion that is oft fleeting. This position of happiness/longevity, I believe, is more attractive to consumers. . Line reference strategy Having a strong brand that consumers are loyal to allows an system to extend its line of products and bring to market new products more easily.If Cokes brand is stronger and better positioned (which I believe it is), the n by extension, it will be of greater value since the introduction of new products earth-closet more easily be made, and therefore, new revenue streams open up for the company. There are, of course, risks associated with line extension, still if managed well, leveraging an existing brand can be of enormous financial benefit to a company. . International front I think Cokes broader appeal to such human states as joy and happiness allows the brand to resonate more powerfully across cultures whereas Pepsi, with its greater reliance on pop-culture and entertainment artists makes it more qualified 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.