Brand identity prism with pepsi as an example

September 17, 2011 by Hitesh Bhasin 2 Comments

Several market research questionnaires over the years ask some basic question about a
brand / product. These questions may be like if xyz brand was a person, who would you
compare him with, if xyz brand was a person, what would its age be, is XYZ brand
aggressive, warm, humble etc
Thus these questions compare a brand to a person. The brand identity prism therefore
applies human traits to a brand to recognize what consumers actually think of the
brand. The brand identity prism, as the name suggests comes in the form a prism with 6
different traits at each end of the prism. These 6 traits are
1) Physique Physique is the basis of the brand. It may include product features,
symbols and attributes.
2) Personality Personality defines what personality will the brand assume if it were
a person. Personality includes character and attitude.
3) Culture Culture takes a holistic view of the organization, its origins and the values
it stands for.
4) Relationship The strength of the relationship between the brand and the
customer. It may represent beliefs and associations in the human world.
5) Reflection What does the brand represent in the customers mind or rather the
customer mindset as reflected on the brand
6) Self image How does the customer see himself when compared to the brand.
Example A customer might see himself capable or incapable of buying a BMW car.
Below is a detailed brand identity prism for the brand Pepsi
Pepsis 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. Its tagline in India YEH HAI YOUNGISTAN MERI JAAN exemplifies that
essence. Pepsis brand identity using Kapferers Identity prism is as follows

Sources of Brand Equity

Pepsis primary sources of brand equity are derived from its unique name with an
American connotation to it. Its logo, a sphere with 3 different colors aids brand recall.
The brand endorsers over the years, starting from Shahrukh khan, Sachin Tendulkar to
Ranbir Kapoor, M.S Dhoni have been a major source of equity for the brand. The brand
has always looked for young faces in order to relate with its youth target audience . Pepsi
also drives it equity from its rival coke (which is the market leader with nearly 70%
market share) as its only global competitor primarily through creative advertising and
communication strategy.
Another source of Pepsis Brand Equity is the huge consumer base of more than 200
million across the world. Pepsicos Indian Subsidiary is trying to follow on its footsteps
and is planning to tap the next 1 billion consumers at the bottom of the pyramid with its
exclusive offerings like Iron chusti and Gluco+ . Its innovative Campaigns are also a
predominant source of Pepsis Brand Equity in India.
Several campaigns like Youngistaan ka Wow targeted at Youth and celebrating their
audacious self belief, thus bringing the brand closer to its Customers, The Game, a
series of five gaming-based television films developed specially for the ongoing IPL
season, Change the Game and First Ball ka Kaptan considering the cricket world cup
and T-20 world cup have been successful in leveraging the love for the game and
reinforce the association of the game with Pepsi. The CSR activities of the company also
generate a lot of Brand equity, Its the only soft drink manufacturer with a positive water
balance in India. Pepsis wide Product Portfolio helps in increasing the depth and
Breadth of Brand Awareness.