PRODUCT AND BRAND MANAGEMENT ASSIGNMENT

PEPSIS KAPFERERS PRISM

KICHU V JOHN MBA A b1080

The brand identity prism applies human traits to a brand to recognize what consumers actually think of the brand. The brand identity prism, as the name suggests comes in the form a prism with 6 different traits at each end of the prism. These 6 traits are: 1) Physique Physique is the basis of the brand. It may include product features, symbols and attributes. 2) Personality Personality defines what personality will the brand assume if it were a person. Personality includes character and attitude. 3) Culture Culture takes a holistic view of the organization, its origins and the values it stands for. 4) Relationship The strength of the relationship between the brand and the customer. It may represent beliefs and associations in the human world. 5) Reflection What does the brand represent in the customers mind or rather the customer mindset as reflected on the brand 6) Self image How does the customer see himself when compared to the brand.

Pepsis brand identity has transformed over the years, but primarily it has remained as a youthful brand which empowers people to enjoy their youth. The external and internal indicators of Brand Identity have been modified many times. Its logo, trademark, etc have undergone many changes over time but the distinct identity of Pepsi has been maintained. We also see a consistency in brand positioning for Pepsi as a Youth oriented brand. Its tagline in India YEH HAI YOUNGISTAN MERI JAAN exemplifies that essence. Pepsis brand identity using Kapferers Identity prism is as follows

Aim and individual vision of a brand Aim is to be the world's premier consumer products company focused on convenient foods and beverages. Vision is to put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company.

What makes a brand distinguished: Good taste Packaging Solid advertisement Great value for money

Sources of Brand Equity Pepsis primary sources of brand equity are derived from its unique name with an American connotation to it. Its logo, a sphere with 3 different colours aids brand recall. The brand endorsers over the years, starting from Shahrukh khan, Sachin Tendulkar to Ranbir Kapoor, M.S Dhoni have been a major source of equity for the brand. The brand has always looked for young faces in order to relate with its youth target audience. Pepsi also drives it equity from its rival coke as its only global competitor primarily through creative advertising and communication strategy. Another source of Pepsis Brand Equity is the huge consumer base of more than 200 million across the world. Pepsicos Indian Subsidiary is trying to follow on its footsteps and is planning to tap the next 1 billion consumers at the bottom of the pyramid with its exclusive offerings like Iron chusti and Gluco+ . Its innovative Campaigns are also a predominant source of Pepsis Brand Equity in India.

How satisfaction could be achieved? The brand pepsi relates itself to the youth of india with respect to their tag line youngistan mreri jaan, which clearly relates to the mass young population of India. The brand also endorses young celebrities with the same on ad campaign like yeh dil maange more this was a call sign by late Capt Vikram Batra during kargil war. This incidently brough pepsi into national patriotism and satisfaction was achieved.

What are the features of its recognition? The blue ,red and white round logo is the best point of recognition of pepsi.The advertisement campaign also focuses on young, dynamic and vibrant Indians.