Pepsi
Country
United States
Sector
Beverages
Offices
-
Employees
-
Brand value
$17,096m
Brand rating
AAA-
Enterprise value
$30,606m
Value / market cap
55.9%
This brand has received no votes.
Market cap
* For banks, enterprise value is substituted with market cap. Source: Bloomberg Finance L.P.
Performance of the brand
Indra Nooyi, CEO of PepsiCo, has big ambitions. She wants her firm to be “seen as one of the defining companies of the 21st century” and “a model of how to conduct business in the modern world”. She argues that Pepsi should be part of the solution to, not the cause of some of society’s biggest social problems.
The rise in Pepsi’s brand value has been consistent with the company’s efforts to address these socieal issues. In 2010, the company made the controversial decision to ditch its sponsorship deal with the Superbowl, in favour of a $20 million social media campaign: “Pepsi Refresh”. The campaign allowed the public to design and vote on projects that would improve the communities in which they lived, and in return, Pepsi agreed to fund the best proposals. The results of the campaign were outstanding. Within nine months of its launch, more than 46 million people had voted for a “Pepsi Refresh” project; 7,500 ideas had been submitted; and 256 projects had received a grant.
Pepsi is also leading the race for sustainability. Next year, the company will pilot its new “green bottle” – the world’s first plastic bottle made entirely from plant-based materials. The new bottle marks a substantial improvement on Coca-Cola’s efforts; in 2009 Coca-Cola launched the ‘PlantBottle’ – a plastic bottle made from 30% plant based materials.
At the start of 2010, Pepsi unveiled a series of targets to improve the healthiness of its products. By 2020, the company aims to reduce the amount of added sugar in its drinks by 25%. In line with this, Pepsi have signed a deal with Senomyx, a San Diego based scientific research firm, claiming to be able to reduce sugar levels in Pepsi by around 60%.
Last changed September 5, 2011
League tables
Pepsi appears in the following brand league tables:
Rank 38 in the
Global 500 2012.
Rank 24 in the
Global 500 2011.
Rank 24 in the
Global 500 2011.
Rank 32 in the
Global 500 2010.
Rank 21 in the
Global 500 2009.
Rank 17 in the
Global 500 2008.
Rank 19 in the
Global 250 2007.
2012 brand performance*
Brand value
$17,096m
Brand rating
AAA-
Enterprise value
$30,606m
Value / ent. value
55.9%
* Figures taken on 31st December 2011.
2011 brand performance*
Brand value
$14,363m
Brand rating
AA+
Enterprise value
$30,018m
Value / ent. value
47.8%
* Figures taken on 31st December 2010.
2010 brand performance*
Brand value
$15,991m
Brand rating
AA+
Enterprise value
-
Value / ent. value
-
* Figures taken on 31st December 2009.
2009 brand performance*
Brand value
$15,035m
Brand rating
AA-
Enterprise value
-
Value / ent. value
-
* Figures taken on 31st December 2008.
The Pepsi logo has changed many times since the company started. There was a gradual change from the styled red font saying 'Pepsi-Cola' in 1898 into a smoother font in 1940, before the red, white and blue bottle cap was added in 1950. The bottle top image has since become a symbol related to Pepsi, and has been used in the logo since as a simple circle shape coloured red at the top, blue at the bottom, with a white 'wave' through the middle. In the most recent logo revamp in 2008, this symbol changed, with a larger area of red and less blue inside the circle, and the name of the company is placed next to it in a simple, smooth font. Since 1962 the logo has included the name 'Pepsi' rather than 'Pepsi-Cola'.
Mission statement
From the Pepsi website:
Mission
Our mission is to be the world's premier consumer products company focused on convenient foods and beverages. We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity.
Vision
"PepsiCo's responsibility is to continually improve all aspects of the world in which we operate - environment, social, economic - creating a better tomorrow than today."
Our vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company.
Advertising
Sponsorships
PepsiCo, parent of the Pepsi brand, are sponsors of the National Football League in the USA. They are set to continue their sponsorship through 2011, having become partners in 2002. They have rights to all NFL trademarks for the Pepsi brand.
Other sports involvement by Pepsi includes various stadiums and arenas, such as the Pepsi Center in Colorado which is home to several of Denver’s sports teams.
In the past Pepsi have been strongly involved with the music industry, with a long list of artists having either been sponsored by Pepsi, or been paid to endorse Pepsi’s products, particularly in the 1970s and 1980s, which strongly contributed to the popularity of the product.
