An Assessment Upon Brand Identity In Indian Market: a Case Study of Coca-Cola and Pepsi

Exploring Consumer Perception and Expressive Self-Esteem of Coca-Cola and Pepsi in the Indian Market

Abstract

Prior researches on brandidentity have indicated that consumers create relationships with brands andfrequently humanize lifeless items. Coca-Cola and Pepsi are two headingsoft-drink brands in India involving 95% of the soft drink market. With low,just about unimportant, practical profits (read: wellbeing profits) of softdrinks (Vartanian, Schwartz, & Brownell, 2007) and no separation in taste,shade or cost of the two brands, marketers need to take advantage of expressivetoward oneself estimation of their item. This study similarly assessed identityimpression of the two brands for youthful Indian consumers.