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Coca-Cola Versus Pepsi

Introduction
The development of human from agriculture to industry, from imaginations to reality and from myths to facts has taken centuries. Nowadays, the importance has switched from physical outlook to intellectual soundness.
This huge shift has really influenced the world of commercialization and led the preferences towards the branding rather than only products. A product has a physical shape whereas branding is intangible or product is body and brand is soul.
This type of development has given a way of brand equity. Few decades ago, the worth of an organization was only measured by its financial strengths and weaknesses whereas today the virtual leverage is given for the brands owned by a company.
When we talk about Pakistan, we can say that Pakistan has received some good flavors of brand related activities. Many organizations especially multinationals have emerged with various concepts, ideas and theories of branding. Every trade has a compatible option of branding in its offer.

LITERATURE REVIEW
The Literature Review for the study has been structured as under:

• An overview
• Branding--- A Historical View
• Brand Equity and its Dimensions
• Components of Brand Equity
• Stages of Brand Value Creation

An overview
Brand is powerful entity because it blends functional, performance based values along with the emotional peripherals. Emotional values at times excel performance based values. So, while Mercedes may compete with other brands of cars on rationally evaluated performance value, it may be bought because of the emotional value of prestige.
Through well-conceived and effectively organized brands, firms are able to build favorable reputations, which enhance the confidence of the buyers and consumers. Even in times of difficulty firms reap the benefits of well-developed brands. As John Charlton Collins once remarked, ‘In prosperity our friends know us; in adversity we know our friends’. But brands don’t just command respect because of...