• Rethinking Brand Identity to Become an Iconic Brand - A Study on Pepsi

    Author(s):
    Reaz Hafiz
    Editor(s):
    Alim Al Ayub Ahmed (see profile)
    Date:
    2015
    Group(s):
    Archives, Asian Business Review, Business Management, Literature and Economics, Scholarly Communication
    Item Type:
    Article
    Permanent URL:
    http://dx.doi.org/10.17613/v1r8-x659
    Abstract:
    One of the leading brands, Pepsi has battled time to time for getting success in the Cola industry by developing different slogans, ideas, celebrity endorsement, campaigns and other marketing efforts. These never ending quests for growth and market share are not always ended with positive notes because of miss fire of strategies. The focus of the paper is to identify current position and rebranding issues regarding Pepsi along with the ways to make it an iconic brand. In the first part of this paper, Holt’s concept has been used to analyze Pepsi Cola’s history and current position to establish whether and if yes to which extent this brand has managed to become iconic. The second part is dedicated towards developing and suggesting a future course of action for the company that would enable it once again becoming an iconic brand.
    Metadata:
    xml
    Published as:
    Journal article     Show details
    Pub. DOI:
    https://doi.org/10.18034/abr.v5i3.60
    Publisher:
    Asian Business Consortium
    Pub. Date:
    2015
    Journal:
    Asian Business Review
    Volume:
    5
    Issue:
    3
    Page Range:
    97 - 102
    ISSN:
    2304-2613, 2305-8730
    Status:
    Published
    Last Updated:
    4 years ago
    License:
    Attribution-NonCommercial
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