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The Choice Between Brand Extension and New Brand Launch in Global Beverage Category on the Example of the Coca-Cola and PepsiCo

Student: Dmitry Mizyulin

Supervisor: Sergey P. Kazakov

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2019

This master thesis explores brand extension and new brand launch in global beverage category, on the example of "The Coca-Cola Company" and "PepsiCO". It include theoretical aspects of the brand extension and new brand launch. Analysis of both methods in global beverage category, on the example of "The Coca-Cola Company" and "PepsiCO", plus their worldwide portfolio description. All of the above will be following by the results from the analysis of the case study, plus recommendations and implications for the future brand extensions and new brand launches.

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