Coca-Cola and Pepsi both date back to the late 1800s. Though, the basic structure of the modern Coca Cola logo is very similar to their first logos launches in the 1900s while the modern Pepsi logo is almost unrecognizable from the old logos, it will still be unfair to say that Coca Cola logo hasn’t changed over the years. Introduction According to Keller’s viewpoints, brand elements are those trademarkable devices that serve to identify and differentiate the brand.The main ones are brand names, URLs, logos, symbols, characters, spokespeople, slogans, jingles, packages and signage. Sub-brands architecture and paradigm change. In fact, in the year 2015, they introduced aluminium bottles in a similar shape to celebrate 100 years of the soft drink. We would love to hear your thoughts on this. In 1950, the old logo was only put between the Blue and red stripes. 4. On looking at Coca Cola’s history of cans, their recognisable type based logo is ever present, as are their brand colours; red and white. iStock Coca Cola And Pepsi Stock Photo - Download Image Now Download this Coca Cola And Pepsi picture for editorial use now. Brand Architecture Strategy. In Brand Keys’ 21st Annual Customer Loyalty Engagement Index, PepsiCo usurped Coca Cola and gained the top spot as the most loyal regular soda brand. A good example will be the 2003 ‘Thanda Matlab Coca Cola’ advertisement, starring Aamir Khan. Even though both Coca Cola and Pepsi both are primarily known for their non- alcoholic soft drinks, their brand personalities are far different than each other. Building Brand Architecture: Pepsi vs Coca-Cola Introduction This report builds and examines the brand architecture of two brands, Pepsi and Coca Cola, in the carbonated beverages market. Brand extension this is the way in which a company decides to adopt different market in a new category other than one that is used often and can be good for the creation of stability and worth of the company (Bremner, 2006). Inkbot Design is … With a team of 30+, we are leading the marketing charge for leading brands on social media, search and eCommerce platforms. Both Coca Cola and Pepsi sell their products in more than 200 countries, but when it comes to brand recognition, Coke trumps over Pepsi. The hybrid system in the market is one that aims at venturing all markets and getting what is best in a competitive market. Fanta, also owned by Coca-Cola, is sweetened with good ol’ high fructose corn syrup. Academia.edu is a platform for academics to share research papers. This logo was kept the same for more than two decades until 1985 when Coca Cola introduced their product in a redefined way under the name of New Coke and changed their logo to more formal and simpler fonts. The first logo of Pepsi was introduced two years after Coca Cola, with the name Pepsi Cola and had a very strange font in red colour. PepsiCo’s brand portfolio is made by hundreds brands in nearly 200 countries around the globe. It can be seen that PepsiCo’s brand portfolio includes plenty of brand but not all of them are related to soft drink (Bremner, 2006). A sub brand can allow a master brand with too broad an appeal to access niche segments. After decades of establishing more niche brands, Coca Cola has shifted back to what they call the ‘one brand’ design. Consider Coca-Cola: The parent company name is Coca-Cola, the main product is Coca-Cola with various derivatives of Coke, Diet Coke, Coke One. The company’s branding systems has enabled the company to penetrate to different parts of the world (Keller, & Aaker, 1992).