*BRAND PORTFOLIO

*BRAND STRATEGY

House of brand strategy*Branded house strategy*Blended house strategy

*HOUSE OF BRAND STRATEGY

PEPSICO

Aerated

7UP, Pepsi, Mirinda,

Duke’s, Lehar, Mountain dew

Fruit/Energy drinks

Slice, Gatorade, Tropicana

Snacks

Kurkure, Lays, Cheetos,

Uncle chips, Quaker Oats

*PRODUCT BRANDING STRATEGY

AERATED DRINKS

*LINE EXTENSION

*BRAND LADDERING

FUNCTIONAL ATTRIBUTES

FUNCTIONAL BENEFITS

EMOTIONAL BENEFITS

ASPIRATIONAL BENEFITS

Makes one feel confident and play harder Energy BoosterFlavours, sport organizations endorsements

None

* KELLER’S BRAND RESONANCE PYRAMID

SALIENCE

PERFORMANCE

IMAGERY-

JUDGEMENT

Consistency, Very likeable, superior amongst other brands.

FEELING Youth centric, Fun, Happiness

RESONANCE

Tailor made Taste, flavours and excellent quality

Experience, “good brand” feeling

Range, reach and high awareness

None

* KAPFERER’S BRAND IDENTITY PRISM

PHYSIQUE- Natural Mineral water

PERSONALITY- Trustworthy

REFLECTION- Pure and safe

CONSUMER MENTALISATION- Sophisticated and health care

RELATIONSHIP- Honest and consistent

CULTUREProtected

THANK YOU..!