Abstract:
With an increase in global competition, branding has become a source of competitive
advantage. In the rapidly evolving market for consumer, and industrial products and
services, the source of next generation competency will be branding. Therefore, the
phenomenon of brand and brand equity in terms of brand strength became the centre of
interest of both academic and business experts. The main issues are how a company can
build, nurture and use a brand in order to obtain and sustain the competitive advantage in
the marketplace. Brand strength is a measure of the health of the brand. Thus, it can be
used for marketing decision-making. In addition, brand strength cannot be viewed only
from the companies’ perspective, but one must be concerned with the way customers
perceive product or service brands. The researchers have chosen three well known cola
drinks i.e., Pepsi, Coca cola and Gourmet cola. The processed beverages industry is
considered to be one of the largest industrial sectors in Pakistan. Pepsi, Coca-Cola &
Gourmet cola have captured nearly 75% of the total market. In our research, brand
knowledge, brand positioning, brand identity, brand strength and perceived quality are
the themes that were discovered.
