Branding

Pepsi as a brand has a huge value as well as a market share. A brand and a product are not the same . Pepsi is not only picked in a grocery shop, or had with a meal in a restaurant because it has a good taste. That highlights only one aspect of Pepsi as the drink. Whereas there are certain intangible benefits that the drink has such as the values of the company, the loyalty that one has towards their most liked brand, which cannot be measured. This is how Pepsi gets differentiated from other cola drinks. This differences only come about through the product characteristics. From 1960s, as seen in the picture above, the logo of Pepsi has been tweaked but the loyalty continues to remain the same. This speaks about the brand recognition factor of Pepsi, which has culminated over the years.

Brands today wish to encapsulate the customer through heartfelt experiences. This creates a competitive edge but here the understanding of non-product related characteristics is taken into account. They understand consumers better and depict that in imagery, an area where Pepsi has triumphed time and again. From an organization's point of view, in order to ensure longevity of the brand, the product line is innovated repetitively, an aspect which PepsiCo pioneers. Such a change is usually seen in the maturity phase of a product/ organization.

Brand recall for Pepsi is a reminder advertising consisting of the various advertisement campaigns, IPL Sponshorship, brand ambassadors such as Ranbir Kapoor who have been associated with the brand. All these strategies are done over the course of time so that a brand is remembered time and again by the consumer. 

A brand equity is not built over night but over a long term period of time. Pepsi's logo is world wide recognized because that is how long it has existed in this category. Their timely changing communication strategies, as well as the change in signage or logo, with the same appeal is a form of reminder advertising so as to keep the consumer aware of the existence of the brand.

According to Interbrand, Pepsi was one of the Best Global brands 2013.