The development of branding process of a firm considers many internal and external factors. PepsiCo being one of the largest brands in the corporate sector has created their brand value mainly by focusing on individual branding of their products. The brand development process of Pepsi is also fuelled by the diverse range of products and the large operational area. The primary concern for PepsiCo is the lack of organisational reflection on their branding operations. The analysis of the industry has helped in assessing the primary factors that should be included in the branding process of the firms.
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