Measuring Brand Strength of Cola drinks in Pakistan

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.