pepsi branding final ppt
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Ashish Tiwari
Gaurav Kumar Geetanjali Thorbole
Girish Khanna
Himanshu Chatterjee Mohd. Asad Ansari
Pragna Vinchi
Mohd. Aatif Siddiqui
Mohd. Talha Khan
Prepared by:
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PepsiBrand Evolution
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Pepsi
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Brand consists ofname, symbol,
slogan and celebrities etc.
It carries brand value.
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How did name Pepsi come?
Pepsi Cola, possibly due to the digestive enzyme
pepsin and kola nuts used in the recipe
Gradually it changed its name to Pepsi.
When pharmacist Caleb Bradham concocted the kola
nut, pepsin, sugar, and vanilla mixture in 1893, he
called it Brads Drink.
When it became popular, he changed the name in1903 and began the Pepsi Cola company.
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Logos
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Pepsi-Cola Logo Timeline
1898:Pharmacist Caleb Bradham renames"Brad's Drink - Pepsi-Cola.
1903:The Pepsi-Cola trademark is registered.
1906:Modified script logo is created along withthe slogan, "The Original Pure Food Drink.
1933:A giant candy company Loft, Inc. buys the
company in 1931, Pepsi-Cola sells for 10 centsin a 12-ounce bottle. The tagline "Refreshing &Healthful" is added to the Pepsi bottle logo.When the price of a "twelve full ounce" bottle is
slashed to 5 cents, the tagline is dropped.
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1940:New CEO Walter Mack adoptsstandardized embossed 12-oz. bottle, whichdebuts with the "Pepsi-Cola" label blown and
baked into the glass.
1941:To support the war effort, the Pepsi bottlecrown colors change to red, white and blue
1943:The logo incorporates a "bottle cap" look.The bottle cap logo includes the tag, "Bigger
Drink, Better Taste.
1962:A "serrated" bottle cap logo debuts,accompanying the brand's groundbreaking "Pepsi
Generation" ad campaign.
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1973: The logo evolves into a boxed look
with minor typeface changes.
1991:"Pepsi," now in italic capitaltypeface, is removed from a smaller blueand red Pepsi swirl and runs vertically upthe package.
1998: In celebration of the company'scentennial, Pepsi unveils a new look athree-dimensional globe against an iceblue background, which becomes a
universal symbol for one Pepsi family
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Joy of Pepsi
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Taglines
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1990-1991 - Yehi hai right choice Baby
1999-2006 - Ye dil maange more
2003-2005 - Ye pyaas he badi 2008 - Ye hai youngistan meri jaan
2009 - Youngistan ka wow
Current - Change the game
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Celebrities
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RESONANCE
SALIENCE
4. RELATIONSHIPS =
What about you & me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
Proud of brand
1.Peppy
2.Trustworthy
3.Good value
1.Fun
2.Addictive
3.Refreshing
4.Enthusiastic
1. Youth
2. Impulsive purchase,
available everywhere3. Cheerful, spirited,
attitude
4. Reliable
CSD, refreshment, thirst quencher
1. Ingredients
2. Consistency
3. Distribution4. SKU
5. Taste
CUSTOMER-BASED BRAND EQUITY PYRAMID
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