Image Advertising: The Advertising Strategies of Pepsi and Coca Cola in India
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چکیده
In a crowded product market, as companies are increasingly falling short of ways to differentiate their products from those of the competitors, Image Advertising seems to be a way out. This article highlights the major tenets of Image Advertising, by looking at the advertising strategies adopted by PepsiCo and Coca Cola in India. The model developed herein seeks to understand, among many other things, the evolution of a brand, and its role as an integral part of a company’s brand portfolio.
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