Marketing

BU504 Integrated Marketing Communications

Instructor: Michelle K. Bonny

Southern States University

Week 1 – Discussion Question

Bruna Martins

Pepsi’s brand identity has transformed over the years, but primarily it has remained as a youthful brand which empowers people to enjoy their youth. The external and internal indicators of Brand Identity have been modified many times. Its logo, trademark, etc have undergone many changes over time but the distinct identity of Pepsi has been maintained. We also see a consistency in brand positioning for Pepsi as a Youth oriented brand.

Pepsi, is young, vibrant, and fun. Pepsi use celebrity endorsements or modern music in their commercials what makes the brand outgoing, fun, and energetic. These personalities dictate everything from their marketing to their customer base.

Pepsi has always had a young target audience. Many of their ads were historically targeted at teens and even pre-teens and are injected with fun, sports and most often, music.

When Pepsi wasn’t using musical celebrities, humor was their weapon of choice, again utilizing young kids in the ads.

Jhonson, J. (March 24th, 2011) “Pepsi vs Coke: The Power of a Brand”. Retrieved from: https://designshack.net/articles/graphics/pepsi-vs-coke-the-power-of-a-brand/