Pepsi Brand Equity Measurement

According to Holt (2004), a brand can be defined as a term, name or a design that distinguishes product or service of one manufacturer from others. Brands are normally utilized in advertising, business and marketing. In accounting terms, brand is an intangible asset which is present within every organization. It is most valuable asset that is outlined in the balance sheet of a company. Brands owners need to effectively manage their brands in order to enhance shareholder value. Brand valuation is an important technique that associates money with a brand. Effective branding often results into high sales volumes of a particular product. A customer who prefers a brand is more likely to choose other products which are offered by the same brand. Brand can be stated as a personality that facilitates identification of a company, product or service. It even encompasses relation with other constituents like customers, partners, investors, staff, etc. Individuals distinguish psychological aspect of a brand from experimental

After an exhaustive review of the then existing conceptualizations of brand equity and measurement procedures, an executive decision was made to create a proprietary model applicable to all major PepsiCo brands, both domestically and globally, that could be used to track brands over time. Model development focused on PepsiCo?s three primary businesses in the early1990s, namely, soft drinks(Pepsi-Cola), snack foods (Frito-Lay), and quick service restaurants (KFC, Pizza Hut and Taco Bell),

Without executing properly on brand awareness a consumer will not be able to differentiate between its’ competitors. There are hundreds of different types of beverages to choose from and even sodas for that matter. In order to stay market leaders, Coke and Pepsi most continue to innovate and adapt to new competitors, not only on a domestic scale, but on a global scale. They must also continue to acquire brands that pose a threat. Below is a chart of the top, nonalcoholic beverage brands that control the marketplace.

Kotler and Keller (2012, pp. 271-272) maintain that there are three main sets of brand equity drivers:

Pepsi is one of the world 's most iconic and recognised brands globally. Always innovating and adapting its strategy to compete with Coca-Cola, they offer a young image to the public by reworking their design to meet with the current consumer needs. Whether it 's through celebrity endorsements or design trends, Pepsi have always aimed to create a relationship with the consumer through humour. To quote their selling point, 'Now is what you make it. ' Today the brand includes three products- Pepsi, Diet Pepsi and Pepsi Max, with the latter being the biggest selling in the UK. Although Pepsi have tried to take different approaches to differentiate themselves from their biggest competitor Coca-Cola, their first beginnings are very familiar.

The article is explained according to three important perspectives that is from the view point of the practitioner, the consumer and the scholar. A major point in branding is the brand image. In conclusion it explain how the brand is considered as the core of marketing and how everything evolves around the brand within the company.

Brand awareness is a fundamental attribute of customer brand equity. It tends to be an underestimated component of brand equity (Tong & Hawley, 2009). Brand awareness includes two elements which are brand recall and brand recognition. According to Aaker (1996) there is a positive relationship between trust, value and brand equity. Trust is the faith put into a brand with regard to its quality, consistency, etc. Value is created by providing a solution to consumers’ needs and wants in a way that the cost to the consumer is fair considering the benefits gained (Aaker,

As it is familiar to us, Pepsi is one amongst the most predominantly popular aerated soft drink produced in North America and is circulated globally. The name of this drink was consequently altered to Pepsi Cola in 1898 after the root of the word "dyspepsia" and the kola nuts used in the recipe. Due to its ever-increasing and rising fame and from the income it accrued, the company decided to manufacture it on a larger scale and pushed the drink from his medical store to his recently bought depot where only Pepsi was exclusively manufactured. This paper is about the numerous challenges faced by PepsiCo Pvt in India (writers, n.d.)

much influenced by the brand name of the cars. There are too many brands of car which tend to give more choices to the customers to choose from. Brand recognition is the area to which a brand is accepted for stated brand choice factors. The technique used to analyze brand choice factors is factor analysis. It focused on brand choice factors of respondents. Major variables that determine the brand selection are presented for further factor analysis and ANOVA is used in order to analyses the factors For that, first correlation matrix is formed to find the appropriateness of factor model by checking whether such correlated variables exists or not. The 14 variables/factors used (In first row) in the correlation matrix are represented by the

In the modern era of marketing, brand management has proved its importance by being a widely discussed topic. While brand value was primarily connected with customers only, its importance into non-customer areas has been acknowledged. Brand equity and brand value are argued on their relation with relevant stakeholders. In this assignment I am reflecting on the importance of managing these stakeholder relationships.

However, two questions often arise; What makes a brand strong and how do you build a strong brand. Keller developed the Customer-Based Brand Equity (CBBE) model on how to build a strong brand by following four steps (2001). It provides a unique perspective on what brand equity is and how a brand should be built, measured and managed. The four dimensions represent fundamental questions that customers invariably ask about brands and relate to brand identity, brand meaning, brand responses and brand

The diversity of products and high requirement from customers, the company has to define their position in marketplace to attract and satisfy the customer. A study of relationship between Brand Association, Brand Awareness, Perceived Quality, Brand Loyalty and Brand Equity towards Apple . Therefore, the research focuses on the brand equity toward Apple and seeks for the answer to the following research question:

Brand Equity is the added value given to products and services – reflecting how consumers think, feel and act towards a brand (Kotler et al 2009). Red Bull sells “cool” as added value to their hyped-up liquid. They sell a life

Brand equity is a set of assets related to a brand’s name and symbol that adds to the value provided by a product or service to a corporation and that corporation’s clients. The major asset categories are: brand name awareness, brand loyalty, perceived quality and brand associations (Aaker, 2010:8). According

In this paper, we conceptualize brand equity in accordance with Aaker (1991) and Keller (1993), using a consumer (or marketing) perspective (as opposed to a financial one). Brand equity is therefore referred to as consumer-based brand equity and defined as “the value consumers associate with a brand, as reflected in the dimensions of brand awareness, brand associations, perceived quality and brand loyalty”. This definition was adapted from Aaker (1991, p. 15). Aaker defined brand equity as a set of assets (or liabilities), and found brand awareness, brand associations, perceived quality and brand loyalty to be its four most important dimensions from a consumer perspective. Some empirical evidence supports the notion that these four are distinct dimensions of consumer-based brand equity. As per Aaker, we define brand awareness as “the ability of a potential