The “positioning” concept and the fight between two well known brands Coca-Cola and Pepsi
The “positioning” concept and the fight between two well known brands Coca-Cola and Pepsi

Summary/Abstract: Following the evolution in time of two interesting brands allows the researcher to find a lot of information about their success or failure. What is really essential in developing a comparison is the fact that, both of them (Coca-Cola and Pepsi) are part of the same category of products: soft drinks. In advertising, everything depends on strategy applied on the market, which is adjusted to the positioning. This concept has been developed in the last 20 years and it has totally changed the perspective upon the market, starting with the brain motivation of the consumer, on which the final choice is based. Coca-Cola and Pepsi have a compelling and competitive history, as one could see from the commercials and other creative proofs. For this reason, the positioning of these brands could be easily recognized analysing some commercial products, like their slogans, in this case. They demonstrate that, despite becoming the fashion-setter, Coca-Cola had to cope in time with a lot of unpleasant and unexpected situations, which conditioned variation of the positioning according to the enemy’s movements, Pepsi. This continuous competition has an effect upon the whole strategy of brand management, and it has given a lot of opportunities for creation and finding the right way to the consumer’s mind.

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