Week 5: Branding and Positioning
* Articles - Please be sure to read all articles and view all videos listed. They are short but insightful. 1. Interbrand Names 100 Best Global Brands http://www.marketingpilgrim.com/2010/09/interbrand-names-100-best-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
Write what you believe are the current global brand positionings for Coke and Pepsi (the brands, not the companies)?
Few other companies in the world have been able to construct and manage their brands as well as these companies. Much of the successful of these companies can be attributed to way in which they have managed their soft drink brands.
Coke has positioned itself as an integral, crucial part of people’s everyday lives. The brand, particularly through its commercials, creates intimacy with its consumers by evoking memories and experiences with the brand and their unique selling proposition “live the Coke side of life” is a prime example of this. It’s an invitation to live on the positive side of life, with Coke. It invites people to create their own 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 each country the opportunity to interpret their own moments of happiness and the brand’s role in those moments.
Pepsi’s new global brand positioning (announced this year) is reflected in their caption “Live for Now” which invites and inspires Pepsi fans to live each 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...
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