how does Pepsi extend its brand to the end?

will you be slightly surprised when you find that your favorite coke, popular clothes and sports shoes and socks are all the same brand?

after successfully dabbling in drinks, restaurants and food, Pepsi, the most valuable brand giant in the world, once again focused on young people and tailored a series of international fashionable sportswear representing young people's popular culture. Pepsi-Cola is not satisfied with the king's battle with Coca-Cola, actively looking for the extension direction of regional brands and "breaking through the desire" again and again.

In p>2114, various sports events around the world were staged in turn, attracting the attention and money of countless Chinese people. Competitive sports and recreational sports were enthusiastically sought after in China, and sports consumption became more and more popular. There are also the upcoming 2118 Olympic Games and the 2111 Asian Games ... In view of the sports craze set off all over the country and the market opportunities of the sports industry in China, Pepsi diversified its business on the principle of all-round contact with consumers, and extended the tentacles of its brand extension strategy to fashion sports.

The upsurge of sports in China has long attracted Pepsi, which has a keen sense of smell in the market. In 1998, PepsiCo entered China's sports shoes market ambitiously, and launched PepsiCo popular shoes. At the end of 2113, Pepsi introduced Pepsi clothing into a brand-new sports terminal, and re-integrated with Pepsi fashion shoes, positioning itself as an international fashion sports brand. In early 2117, Pepsi-Cola denim clothing series was launched in China. According to media reports, PepsiCo has planned brand extension again, and will soon launch sub-brands including PepsiCo Leisure and PepsiCo Children's Wear in China market, with the goal of becoming the most influential young fashion clothing brand in China and further completing PepsiCo's brand strategy in China. The promotion of brand value has always been a key factor for PepsiCo to rise in the Fortune 511 list of the United States.

The battle for coke was followed by the

century-long battle, and it was full of romance.

In p>1939, Coca-Cola was the dominant soft drink market in the United States, while Pepsi was still a nobody. In view of the weakness of coca-cola bottle's small capacity, which is just enough for one drink, PepsiCo took the strategy of "big bottle, satisfying big desire", changed the packaging and attacked at a low price, and launched a Pepsi cola with 5 cents and 12 ounces, supplemented by an advertisement of "same price, double enjoyment", which challenged Coca-Cola, thus opening the prelude to the price war in the American beverage industry.

in p>1963, Pepsi broke through the positioning limitations of the coke market through excellent advertising planning and marketing, and launched the advertising slogan "Pepsi, the choice of a new generation", focusing on the younger generation who have not yet formed a fixed taste preference, thus finding a breakthrough in the competition with Coca-Cola. Pepsi-Cola has keenly captured the psychology of American youth born after World War II, clearly advocated "freshness, excitement and uniqueness" and put forward a "new generation" of consumer tastes and lifestyles. At the same time, Pepsi increased its advertising expenses and invited Michael, a superstar that the new generation likes. 6? 1 Jackson and Billy? 6? Stars such as Crystal advertise as brand spokespersons of Pepsi. A series of advertisements of Pepsi highlight the characteristics of youth, vitality and fashion, which makes the Pepsi brand personalized and visualized, and its brand value is constantly strengthened and enhanced. Since then, Pepsi has become popular all over the world, and its sales volume has skyrocketed, catching up with Coca-Cola.

on June 2, 1978, the cover of Businessweek was conspicuously printed with "Pepsi won the championship". Nielsen's monthly survey report on beverage sales in department stores also shows that Pepsi has taken the lead of Coca-Cola for the first time. On September 2, 2115, Pepsi's share price surpassed Coca-Cola for the first time.

According to statistics, the sales share of Pepsi-Cola in the global coke market has increased year by year in recent five years, which has surpassed its old rival Coca-Cola. In China, Pepsi is winning the hearts of more young people with its youthful, fashionable and passionate brand image and accurate positioning, and becoming the spokesman of the younger generation of pop culture.

Music and sports, the combination of two swords

Consumers choose a brand, not only the products of this brand, but also a cultural identity and lifestyle advocated and represented by this brand. The best way to be a brand is to instill culture into products and services, so that the characteristics of products and services are not just technology but a unique brand culture, further enriching and strengthening the brand's personality and connotation.

Pepsi is undoubtedly an excellent example. Over the years, Pepsi has been focusing on "infinite music, infinite sports and infinite excitement", and has been using concrete implementation to interpret the popular culture of young people. Whether it's with Michael, the pop star. 6? 1 Jackson, Ricky? 6? 1 Martin, Jay Chou, the little king of Asia, or David Beckham, Real Madrid Stars, Yao Ming and other sports stars are used as brand spokespersons. PepsiCo has been showing what a "new generation choice" is with actions and facts. In China, through the theme of "Only if you fight hard can you win", the most dazzling celebrity endorsement brand in pop music has been launched, and with close promotion activities, the brand influence of Pepsi in China market has been greatly enhanced, and the brand tension and shaping power of Pepsi have been strengthened. (globrand. com) In 198, PepsiCo changed its entrepreneurial spirit from "the choice of a new generation" to "Ask of More", and the activities with the theme of "longing for infinite wonderful football" and "infinite desire for music" rose wave after wave. These activities were based on "longing for infinity", involving a wide range and far-reaching influence, and became the king who could best represent the popular culture of young people in China market. "ASK FOR MORE" has become the spoken language of the younger generation.

With the combination of music and sports, Pepsi-Cola will create more glories, vowing to show its youth to the end.