MKTG811 Brand Management

Sydney
Australia

BRAND AUDIT

Semester 1, 2016

Tran Hoang Anh Nguyet

43957927
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Table of Contents
1.

Introduction ...................................................................................................................... 1

2.

Brand Audit ...................................................................................................................... 1

2.1

Brand Inventory........................................................................................................... 1

2.1.1

Brand Elements .................................................................................................... 1

2.1.2

Marketing Programs and Secondary Brand Associations ................................... 2

2.1.3

Brand Portfolio .................................................................................................... 3

2.1.4

Point-of-parities (POPs), Point-of-differences (PODs) and Brand Mantra ....... 4

2.2

Brand Exploratory ....................................................................................................... 4

3.

Recommendation for Pepsi ............................................................................................. 5

4.

References ......................................................................................................................... 6

5.

Appendix ......................................................................................................................... 13

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1. Introduction
Cola war between Coke and Pepsi has been considered as one of the most intense marketing
wars in the world (Kim Bhasin, 2011). They have been battling for more than 130 years and
this seems to be a typical example for many marketing lectures all over the world. In February
2016, Brand Finances announced the annual report of the top 500 brands in which Coca-Cola
was ranked at 17th whereas Pepsi was far behind at 56th. This report attempts to evaluate brand
position of these brands as well as suggesting a marketing plan for Pepsi to help improve their
brand position.
2. Brand Audit
2.1 Brand Inventory
2.1.1 Brand Elements
-

Logo: Along with the rebirth of minimalism, both brands simplified and modernised their
logos by stripping their personalities through thin, sans-serif fonts and simple, solid colours
(Johnson, 2011). (See Appendix A)

Jingles: Id Like to Buy the World a Coke, the soundtrack for July 1971s Hilltop, was
voted as one of the best everlasting jingles by a group of reputable examiners (Bruno,
Forbes 2010). Apart from that, Cokes five-note melody has become the most successful
viral tool for its identity. Since the first appearance in a TV commercial 2006, it has been
collaborated to be recorded in 24 different languages in over 30 countries (Moye, 2013).
Nonetheless, by becoming a universal anthem when used in KNaans Wavin Flag for
the 2010 FIFA World Cup in South Africa (Moye, 2013), Coke strongly embedded its
brand to two obsessions of global youth: soccer and pop music (Stanford, 2010). In contrast,
Joy of Pepsi performed by Britney Spear was banned in 2001. Recently, it was brought
again by singer Tori Kelly last year (Weiner, 2015) and singer-songwriter Janelle Monae
during Super Bowl 2016 (McIntyre, 2016). These three versions of Pepsi all use the same
five-note phrase, but this phrase is incomparable to the powerful one of Coke.

Characters: The polar bear has been a cherished character of Coke since it was first used
for a print-ad in France 1922 (Frazier, 2014). Beyond the long-term commitment of Coke
in using the polar bear image (See Appendix B), they also contribute to the sustainability
and create the safer life for this animal species by donating two million USD for the World
Wildlife Fun (Frazier, 2014). Unlike Coke, Pepsi only created character helping them to
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sell their product in the Japanese market. Pepsiman is the mascot featured in Pepsis
commercials in the early 1990s (Manning, 2016) and later on Pepsiwoman was used for
Diet Pepsi Twist in 1999 (Wikipedia, 2016) (See Appendix C). Both of them ran around to
give the drinks for people needing them. In addition, Pepsiman was also the main character
for an eponymous video game exclusively released in Japan for the PlayStation.
-

Tagline: This element plays a powerful role to convey the brands position to the consumers.
Therefore, the Cola war is actually the war between the taglines. At the very beginning of
the war, both of them positioned through medical effects of the drinks on consumers.
Coke then quickly re-positioned the brand as refreshing when they knew Pepsi claim a
similar position to them. To keep up with the trend, Pepsi offered the added value for the
products as bigger size and better taste. However, they still could not surpass Coke in terms
of sales volume, so they started changing their positioning strategy as young and fun
and has been maintaining them until now. In contrast, Coke has been claiming traditional
value and American symbolic representative as their position (See Appendix D & E). Coke
has always been ahead Pepsi and successfully position most of the time.
2.1.2 Marketing Programs and Secondary Brand Associations

In 2010, Pepsi completely surprised all American marketers by announcing to withdraw their
budget on the Super Bowl in order to invest in social media (Ritson, 2011). Despite an
enormously impressive number of followers on social networks, their sales dropped
disastrously by half a billion dollar within 12 months (Ritson, 2011). In contrast, traditional
media types such as product placement in American Idol efficiently helped Coke to maintain
their position. A painfully valuable lesson was drawn from this event is that social media is an
interesting new component in the integrated marketing communication program, but it can
never alone become a super star helping brand archive the marketing objectives. Therefore,
traditional media always play vital roles in marketing strategy.
Nowadays, many multinational corporations are seeking various marketing benefits such as the
pervasiveness and amplification of media coverage and positive brand image leveraging
through sport sponsorship (Cho et al, 2011). Coke has been sponsoring the Olympic Games
since 2006 and effectively yielded better consumer brand choice than Pepsi (Cho et al, 2011).
Following the extraordinary success in World Cup 2010, Coke became the official sponsor of
World Cup 2014 with serial of the campaign using real people images to promote the brand
(Joseph, 2014). Unlike Coke, non-sponsor Pepsi successfully practiced ambush marketing
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when collaborating the six world-leading soccer players Lionel Messi, Robin van Persie, David
Luiz, Sergio Ramos, Sergio Aguero and Jack Wilshere (Joseph, 2014) and additional 13 other
ones to become a Pepsi squad (O'Reilly, 2014). At the end of 2014, while this collaboration
brought the sales success for Pepsi (Millington, 2015), Coke saw a 2% sales drop (Joseph,
2014).
Thanks to the symbolic and aspirational associations that brands can leverage, corporations are
spending billions of dollars on celebrities to endorse their products (Dwivedi et al, 2015). Pepsi
has been building the partnership with Beyonc since 2002 not only to endorse the brand itself,
but also support the music artists globally. On the contrary, Coke saw a failure when signing
an endorsement contract with Taylor Swift for Diet Coke. By both endorsing the soft drink
brand and promoting for cancer-related organization, the singer conveyed a conflicting
message to the audience (Olson, 2015). She consequently was urged by Centre for Science in
the Public Interest (CSPI) to withdraw the endorsement of this brand due to the negative effect
may be exerted on the audience by promoting junk food (CSPI, 2015). When a strongly
attached celebrity like Taylor Swift was found to endorse more than one brand, the purchase
intention tends to drop (Ilicic & Webster, 2011). This reasonably explained for the decline sales
of Diet Coke in 2013.
Recently, Coke gathered all the brand, which are Coca-Cola, Diet Coke, Coca-Cola Zero and
Coca-Cola Life, under the Coca-Cola master brand (Millington, 2015). This global one brand
strategy is again to clarify the brand promise that Coke is for everyone instead of promoting
different images for different brand (Roderick, 2015). By doing this, Coke believes that they
are consolidating the foundation contributing to their exponential growth (Roderick, 2015).
Pepsi, meanwhile, has a shrewd move toward the most powerful tool of social network, emoji.
The strategy is to globally design the packages with the emoji and uniquely specific design will
be tailored to different countries (Schultz & Wohl, 2016). Emoji is the meaningful way to
express the emotion, but Pepsi should be cautious to ensure the execution of the campaign is
done right to prevent the misinterpretation (Tesseras, 2015).
2.1.3 Brand Portfolio
Coke has been introducing various products such as Classic, Diet, Light, Zero, Life and
different flavours such as Cherry and Vanilla under the master brand name Coke (Bold, 2014).
Firms having strong brands like Coke usually utilise the house brand effect (Munthree et al,
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2006) to leverage strong brand equity to the new line extension (Wood, 2000). The extension
success of Coke is explained by Kalamas and colleagues (2006) due to its strong fit and
congruence between the proposed extension and the parent-brand. However, because of the
one brand strategy, Coke Life is considered lack of product meaning when it is not supported
by separate marketing programs (Parsons, 2015).
Similarly, Pepsi brand portfolio consists of Pepsi, Diet Pepsi, Pepsi Max and Pepsi Next with
similar flavours (See Appendix F). Recently, PepsiCo has adopted a sub-branding strategy to
introduce the craft product called 1893, combining its corporate family brand name Pepsi Cola
with a new individual brand name 1893. In this strategy, the individual brand is presented
more dominantly by placing it first and making it bigger (Keller, 2014) (See Appendix G).
Therefore, it is clear that brand name 1893 is the primary one signalling the main product
positioning and PODs (Keller, 2014) which are natural ingredients and parcel of the brand
heritage (Roderick, 2016) while secondary one delivers the POP which is soft drink as well as
fosters brand awareness (Keller, 2014).
2.1.4 Point-of-parities (POPs), Point-of-differences (PODs) and Brand Mantra
-

POPs: Both colas are soft drinks.

PODs: While Pepsi is positioned as cool and young, Coke is recalled as an

emotional brand or an American symbol.

Brand mantra: Apart from the role as the expression of brand positions spirit, brand
mantra is the significant aspect affecting brand equity (Keller, 1999). Brand mantra can
be defined as the internal translation of brand position which is an intelligible
instruction utilised to improve internal marketing (Keller, 1999). The good adoption of
brand mantra can therefore help shape consumer mind and position brand effectively.
When consumers were asked to recall inspired words of these two brands they listed
sharing, happiness, tasty and young, celebrities, fresh, sport for Coke and Pepsi
respectively (Coke vs Pepsi blog post). As we can see, both these brand mantras are
exactly the same what the two colas stand for.

2.2 Brand Exploratory

Despite the fundamentally similar ingredient in the drinks, consumer behaviour remains
distinctly different in terms of brand preference (McClure et al, 2004). While Pepsi brand
knowledge tends to be independent of consumer preference, Coke one shows a significant
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impact on influencing consumer choice (McClure et al, 2004). However, Wang and Finn (2012)
indicated different conclusion of consumer preference level. Although consumer perception of
master brand Coke and Pepsi is similar (Wang & Finn, 2012), Coke has higher CBBE than
Pepsi (Wang & Finn, 2012). On the other hand, within each brand portfolio, both classic cola
sub-brands, naming Classic Coke and Original Pepsi, has the highest brand equity while both
diet cola sub-brands, naming Diet Coke and Diet Pepsi Max, has the lowest one (Wang & Finn,
2012). Additionally, when combining both master brands, Classic Coke has the highest CBBE
and followed by Original Pepsi (Wang & Finn, 2012). (See Cokes and Pepsis CBBE pyramid
in Appendix H and I respectively).
3. Recommendation for Pepsi
Since Coke is practicing One brand strategy, Pepsi could re-allocate the resource for each
sub-brand to customise marketing program for each one. Thanks to the new findings of Wang
& Finn that the soft drink market can be segmented at sub-brand level (2012), this strategy may
help Pepsi to achieve higher CBBE for each sub-brand and for the master brand in general.
Upscale line extension can also contribute to the increase CBBE of master brand when it tackles
the changes in consumer taste (Munthree et al, 2006). Therefore, the release of 1893 tends
to adequately address the issues of an increasing health conscious as well as a growing
movement of alcohol product to soft drink by embracing the combination of natural ingredients
and a sense of heritage.
Because of the heavy reliance on celebrity endorsement, Pepsi should be cautious when
choosing endorsers. The vampire effect happens when celebrities overshadow the endorsed
brand so consumers can only remember celebrities (Erfgen et al, 2015). To decrease this, the
selection of celebrities should express the high compliance between the endorser and the brand
or a strong cognitive link between the celebrity and the brand (Erfgen et al, 2015). It is also
essential to make sure brand logo play as the star when designing advertising campaign (Erfgen
et al, 2015).
Coke has recently got involved in a transfer mispricing related scandal in which they are
required to pay 3.3 billion USD back due to the Internal Revenue Service (IRS)s requirement
(Erb, 2015). Since the human-brand interactions are similar to human-human ones (White &
Dahl, 2006), Pepsi might take this event as an opportunity to establish a dissociative reference
group to motivate consumer avoid Coke.
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4. References
(9 articles in Peer Reviewed Journals)
Brand Finance (2016), Global 500, The annual report on the worlds most valuable brands.
Viewed on 4 April at
http://brandfinance.com/images/upload/brand_finance_global_500_2016_for_website.pdf

Bhasin K. (2011), COKE VS. PEPSI: The Story Behind The Never-ending 'Cola Wars',
Business Insider Australia. Viewed on 4 April 2016 at
http://www.businessinsider.com.au/coca-cola-vs-pepsi-timeline-2013-1#pepsi-merged-withfrito-lay-in-the-mid-60s-to-create-pepsico-setting-the-stage-for-the-war-today-diet-drinkspopped-up-too-creating-a-whole-new-soda-segment-9

Bold B. (2014). 128 years of Coca-Cola and its many brand extensions. Viewed on 21 April
2016 at http://www.marketingmagazine.co.uk/article/1298515/128-years-coca-cola-its-brandextensions

Coke vs Pepsi (2013), Coca Cola and Pepsi: Brand Mantra, POP and POD, web log post.
Viewed on 22 April 2016 at https://cokevspepsibm2013.wordpress.com/2013/12/06/coca-colaand-pepsi-brand-mantra/

CSPI (2015), Taylor Swift Urged to "Shake Off" Aspartame, Centre for Science in the Public
Interest. Viewed on 15 April 2016 at http://www.cspinet.org/new/201501161.html

Cho S. et al (2011), An analysis of the Olympic sponsorship effect on consumer brand choice
in the carbonated soft drink market using household scanner data, International journal of sport
finance, Vol.6(4), pp. 335-353 [Peer Reviewed Journal]. Viewed on 14 April 2016
athttp://web.a.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=bedee2a4-f65a-495f-9c84ac3091459e22%40sessionmgr4005&vid=1&hid=4209

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Dwivedi A. et al (2015),Celebrity endorsement, self-brand connection and consumer-based

brand equity, Journal of Product & Brand Management, Vol. 24 Iss 5 pp. 449 - 461. Viewed
on 14 April 2016 at http://dx.doi.org/10.1108/JPBM-10-2014-0722

Erb K. (2015), Coca-Cola Says IRS Wants $3.3 Billion In Additional Tax Following Audit,
Forbes. Viewed on 22 April 2016 at
http://www.forbes.com/sites/kellyphillipserb/2015/09/18/coca-cola-says-irs-wants-3-3-billionin-additional-tax-following-audit/#4209991a2594

Erfgen et al (2015), The vampire effect: When do celebrity endorsers harm brand recall?,
International Journal of Research in Marketing, June 2015, Vol.32(2), pp.155-163 [Peer
Reviewed Journal]. Viewed on 22 April 2016 at http://ac.els-cdn.com/S0167811615000075/1s2.0-S0167811615000075-main.pdf?_tid=553cbec4-085a-11e6-8d3c00000aab0f6c&acdnat=1461309655_83ca663de3cee9b22f038306e0025252

Frazier M. (2014), Should the polar bear still sell Coca-Cola?, The New Yorker. Viewed on 5
April 2016 at http://www.newyorker.com/business/currency/polar-bear-still-sell-coca-cola

Ilicic J. & Webster M. (2011), Effects of multiple endorsements and consumercelebrity

attachment on attitude and purchase intention, Australasian Marketing Journal (AMJ), Volume
19, Issue 4, Pages 230237. Viewed on 15 April 2016 at http://ac.elscdn.com/S1441358211000632/1-s2.0-S1441358211000632-main.pdf?_tid=70d264dc-02a011e6-94da-00000aab0f6b&acdnat=1460680059_08403e7b0b72101df4caaeee3304b730

Johnson J. (2011), Pepsi vs Coke: The Power of a Brand, Design Shack. Viewed on 4 April
2016 at http://designshack.net/articles/graphics/pepsi-vs-coke-the-power-of-a-brand/

Joseph S. (2014), Coke and Pepsi face off for World Cup brand win, Marketing Week, Centaur
Communications Ltd. Viewed on 14 April 2016 at
https://www.marketingweek.com/2014/04/02/coke-and-pepsi-face-off-for-world-cup-brandwin/

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Kalamas M. et al (2006) ,The critical role of congruency in prototypical brand extensions,

Journal of Strategic Marketing, 14:3, 193-210, DOI: 10.1080/09652540600825522. Viewed on
21 April 2016 at http://dx.doi.org/10.1080/09652540600825522

Keller K. (1999), Brand Mantras: Rationale, Criteria and Examples, Journal of Marketing
Management, 15:1-3, 43-51, DOI: 10.1362/026725799784870513[Peer Reviewed Journal].
Viewed on 22 April 2016 at http://dx.doi.org/10.1362/026725799784870513

Keller K. (2015), Designing and implementing brand architecture strategies, Journal of Brand
Management 21, 702715, DOI:10.1057/bm.2014.38[Peer Reviewed Journal]. Viewed on 21
April 2016 at

McClure et al (2004), Neural Correlates of Behavioural Preference for Culturally Familiar

Drinks, Neuron, Vol. 44(2), pp.379-387 [Peer Reviewed Journal]. Viewed on 22 April 2016 at
http://ac.els-cdn.com/S0896627304006129/1-s2.0-S0896627304006129main.pdf?_tid=c3d388b0-0844-11e6-bfbe00000aab0f01&acdnat=1461300391_bd03efe39cefbc59dfc4962efa28f988

McIntyre H. (2016), Pepsi Teams Up With Janelle Monae For A Throwback Super Bowl Spot.
Viewed on 5 April 2016 at http://www.forbes.com/sites/hughmcintyre/2016/02/04/pepsiteams-up-with-janelle-monae-for-a-throwback-super-bowl-spot/#40afde7952ef

Millington A. (2015), Coca-Colas marketing director on the future of sponsorship under its
one brand strategy, Marketing Week, Centaur Communications Ltd. Viewed on 14 April
2016 at https://www.marketingweek.com/2015/08/03/coca-colas-marketing-director-on-thefuture-of-sponsorship-under-its-one-brand-strategy/

Millington A. (2015), Pepsi appealing to social media-savvy youngsters with global campaign,
Marketing Week, Centaur Communications Ltd. Viewed on 14 April 2016 at
https://www.marketingweek.com/2015/01/07/pepsi-appealing-to-social-media-savvyyoungsters-with-global-campaign/

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Millington A. (2015), PepsiCo to move money into shopper marketing and digital to maintain
sales success, Marketing Week, Centaur Communications Ltd. Viewed on 14 April 2016 at
https://www.marketingweek.com/2015/02/11/pepsico-to-move-money-into-shoppermarketing-and-digital-to-maintain-sales-success/

Moye J. (2013), 5 Facts About Cokes 5-Note Melody, The Coca-Cola Company. Viewed on 4
April 2016 at http://www.coca-colacompany.com/stories/5-facts-about-cokes-5-note-melody/

Munthree S. et al (2006), A framework for brand revitalization through an upscale line

extension", Journal of Product & Brand Management, Vol. 15 Iss 3 pp. 157 - 167 [Peer
Reviewed Journal]. Viewed on 21 April 2016 at
http://dx.doi.org/10.1108/10610420610668595

Olson s. (2015), Taylor Swift's Diet Coca-Cola Endorsement Conflicts With Her Cancer
Charities; Called Out By Medical Experts, Medical Daily, IBT Media Inc. Viewed on 15 April
2016 at http://www.medicaldaily.com/taylor-swifts-diet-coca-cola-endorsement-conflicts-hercancer-charities-called-out-318766

O'Reilly L. (2012), Pepsi signs Beyonce as global brand ambassador, Marketing Week,
Centaur Communications Ltd. Viewed on 14 April 2016 at
https://www.marketingweek.com/2012/12/10/pepsi-signs-beyonce-as-global-brandambassador/

Parsons R. (2015), It is impossible to judge Coke Lifes success when the goal posts keep
moving, Marketing Week, Centaur Communications Ltd. Viewed on 14 April 2016 at
https://www.marketingweek.com/2015/10/19/it-is-impossible-to-judge-coke-lifes-successwhen-the-goal-posts-keep-moving/

Ritson M. (2011), When it comes to social media, Coke is it!, Marketing Week, Centaur
Communications Ltd. Viewed on 14 April 2016 at
https://www.marketingweek.com/2011/04/06/when-it-comes-to-social-media-coke-is-it/

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Roderick L. (2015), Coca-Colas CMO explains why its One Brand marketing strategy is
going global, Marketing Week, Centaur Communications Ltd. Viewed on 14 April 2016 at
https://www.marketingweek.com/2016/01/19/coca-colas-cmo-explains-why-its-one-brandmarketing-strategy-is-going-global/

Roderick L. (2015), Coke Life one year on: sales success or marketing gimmick?, Marketing
Week, Centaur Communications Ltd. Viewed on 14 April 2016 at
https://www.marketingweek.com/2015/10/13/coke-life-one-year-on-sales-success-ormarketing-gimmick/

Roderick L. (2015), The Marketing Year: The top campaigns of 2015, Marketing Week,
Centaur Communications Ltd. Viewed on 14 April 2016 at
https://www.marketingweek.com/2015/12/04/the-marketing-year-the-top-campaigns-of-2015/

Roderick L.(2016), Pepsi jumps on craft craze as it launches 1893, Marketing Week, Centaur
Communications Ltd. Viewed on 14 April 2016 at
https://www.marketingweek.com/2016/04/01/soft-drinks-brands-jump-on-craft-craze-as-pepsilaunches-1893/

Schultz J. & Wohl J. (2016), Pepsi Preps Global Emoji Can and Bottle Campaign, Advertising
Age, Centaur Communications Ltd. Viewed on 14 April 2016 at
https://www.marketingweek.com/2015/07/21/are-emojis-becoming-marketers-go-to-globallanguage/

Stanford D. (2010), Coke's World Cup Song Is a Marketing Winner, Blooberg. Viewed on 5
April 2016 at http://www.bloomberg.com/news/articles/2010-07-15/cokes-world-cup-song-isa-marketing-winner

Tesseras L. (2015), Are emojis becoming marketers go-to global language?, Marketing Week,
Centaur Communications Ltd. Viewed on 14 April 2016 at

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https://www.marketingweek.com/2015/07/21/are-emojis-becoming-marketers-go-to-globallanguage/

Vizard S. (2015), Emojis are now ad units and Coca-Cola is the first brand to use them,
Marketing Week, Centaur Communications Ltd. Viewed on 14 April 2016 at
https://www.marketingweek.com/2015/09/18/emojis-are-now-ad-units-and-coca-cola-is-thefirst-brand-to-get-one/

Vizard S. (2016), PepsiCo says lack of high-quality assets a barrier in shift to digital,
Marketing Week, Centaur Communications Ltd. Viewed on 14 April 2016 at
https://www.marketingweek.com/2016/02/15/pepsico-marketing-investment-offers-goodpayback-for-shareholders/

Wang L. & Finn A. (2012), Measuring CBBE across brand portfolios: Generalizability theory
perspective, Journal of Targeting, Measurement and Analysis for Marketing 20, 109116,
DOI:10.1057/jt.2012.9;.Viewed on 21 April 2016 at http://www.palgravejournals.com/jt/journal/v20/n2/pdf/jt20129a.pdf

Wang L. & Finn A. (2012), Measuring consumer-based brand equity across brand portfolios:
Many-facet Item Response Theory perspective, Journal of Targeting, Measurement and
Analysis for Marketing 20, 254260, [Peer Reviewed Journal], DOI:10.1057/jt.2012.20.
Viewed on 21 April 2016 at http://www.palgravejournals.com/jt/journal/v20/n3/pdf/jt201220a.pdf

Weiner N. (2015), Tori Kelly's Bubbly New Pepsi Commercial: Watch It Now, Billboard.
Viewed on 5 April 2016 at www.billboard.com/articles/news/6721956/tori-kelly-pepsi-adwatch-empire-exclusive

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White K. & Dahl D. (2006), To Be or Not Be? The Influence of Dissociative Reference
Groups on Consumer Preferences, Journal of Consumer Psychology, Vol. 16(4), pp.404-414
[Peer Reviewed Journal]. Viewed on 22 April 2016 at http://ac.elscdn.com/S1057740806700857/1-s2.0-S1057740806700857-main.pdf?_tid=a2c7eb5a-085f11e6-9cc8-00000aab0f01&acdnat=1461311932_d7648b498d7675818b69591cdfa8f2a5

Wood L. (2000), Brands and brand equity: definition and management, Management Decision,
Vol. 38(9), p.662-669 [Peer Reviewed Journal]. Viewed on 21 April 2016 at
http://www.emeraldinsight.com/doi/pdfplus/10.1108/00251740010379100

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5. Appendix
Appendix A Logo Evolution

Source: www.borepanda.com

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Appendix B The Polar bear character

Source: http://www.coca-colacompany.com/stories/coke-lore-polar-bears/

1922

1952

1995

2012

1996

2002

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Appendix C Pepsi Characters

Source: http://www.emuparadise.me/Sony_Playstation_ISOs/Pepsiman(Japan)/176809

Source: https://www.youtube.com/watch?v=JCS62Orn70E

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Appendix D Coke taglines over the years

1900 For headache and exhaustion, drink Coca-Cola
1904 Delicious and Refreshing
1905 Coca-Cola revives and sustains.
1906 The great national temperance beverage.
1911 Enjoy a glass of liquid laughter
1923 Enjoy thirst
1926 Coca-Cola is the shortest distance between thirst and refreshment
1929 The pause that refreshes
1937 Americas favourite moment
1940 Americas year round answer to thirst
1942 The only thing like Coca-Cola is Coca-Cola itself
1943 Universal symbol of the American way of life
Source: Murray J. Eldred (2008), The Emperors of Coca-Cola, ISBN: 978-1-4092-2815-8,
London, U.K.

Appendix E Pepsi taglines over the years

1903 Exhilarating, Invigorating, Aids Digestion (PepsiCo, Inc. (2005), The Pepsi Cola
Story)
19391950: Twice as Much for a Nickel
1950 More Bounce to the Ounce
1959-1960: The Sociables Prefer Pepsi
19611964: Now It's Pepsi for Those Who Think Young

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19641967: Come Alive, You're in the Pepsi Generation

19841988 and 1990-1991: Pepsi. The Choice of a New Generation
1989 Pepsi. A Generation Ahead
19911992: Gotta Have It/Chill Out
1992 The Choice Is Yours
19921993: Be Young, Have Fun, Drink Pepsi
Source: Wikipedia, Pepsi

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Appendix F Brand portfolio comparison

Pepsi

Coca Cola

Original Pepsi

Classic Coke

Diet Pepsi

Diet Coke

Pepsi Lime

Coca Cola with Lime

Diet Pepsi Lime

Diet Coca Cola with Lime

Pepsi Twist

Coca Cola Citra

Diet Pepsi Twist

Coca Cola Light with Citra

Pepsi Vanilla

Vanilla Coke

Diet Pepsi Vanilla

Diet Vanilla Coke

Wild Cherry Pepsi

Cherry Coke

Diet Wild Cherry Pepsi

Diet Cherry Coke

Pepsi Max

Coke Zero

Pepsi Next

Coke Life

Source: http://coca-cola-remodel.tripod.com/id23.html

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Appendix G 1983 Pepsi Cola image

Source: California Print Shop, 2016

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Appendix H Cokes CBBE pyramid

Source: https://cokevspepsibm2013.wordpress.com/2013/12/06/coca-cola-and-pepsi-brand-mantra/

Appendix I Pepsis CBBE pyramid

Source: https://cokevspepsibm2013.wordpress.com/2013/12/06/coca-cola-and-pepsi-brand-mantra/

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