EVOLUTION OF COCA-COLA AND PEPSI СORPORATE ІDENTITY: DESIGN АPPROACHES AND DIFFERENTIATION STRATEGIES

Abstract

Purpose. The article examines the development of corporate identity as a fundamental tool for implementing differentiation strategies in the context of global competition. The relevance of the work is due to the increasing role of design and visual communication in the processes of forming consumer perception and effective positioning of brands in the modern market. The purpose of the study is to conduct a comparative analysis of the evolution of the identity of Coca-Cola and Pepsi to determine how the transformation of graphic elements correlates with marketing efforts and socio-cultural changes. In the conditions of a saturated information environment and globalization processes, it is visual identity that becomes a key factor in establishing an emotional connection with the audience, increasing the level of popularity and forming long-term preference for the brand. Methodology. The methodological basis of the study is general scientific and special methods, which allowed for a comprehensive assessment of the object of analysis. In particular, historical and comparative analysis was used to compare the stages of the formation of the visual style of the two corporations. Content analysis of advertising, logos and packaging elements was applied, which made it possible to track the change in graphic paradigms. The method of systematization and theoretical generalization allowed to classify design approaches and assess the impact on the market stability of brands. The work also used the method of graphic analysis to deconstruct identity elements, which ensured the objectivity of conclusions regarding the competitive strategy of each brand. Results. The analysis and systematization of the features of the development of design solutions in branding were carried out, and key trends in the transformation of visual identity in the context of changing market conditions were identified. The influence of historical, cultural and technological factors on the formation of the image of companies, the role of design in maintaining competitiveness were considered. As a result, it was established that the Coca-Cola brand consistently adheres to the strategy of design consistency, preserving the key elements of the visual code that appeals to traditions and continuity. In contrast, the Pepsi brand implements a dynamic approach with regular rebranding and active orientation to current cultural trends. It is proven that design is a determining factor in the formation of an emotional connection with the consumer: the stability of one brand creates a sense of authenticity, and the variability of another – a sense of modernity and progress. Scientific novelty. The scientific novelty of the study lies in the comparative characteristics of two alternative models of corporate identity development – conservative-evolutionary and adaptive-revolutionary. The concept of visual differentiation as a method of contrasting competing brands through specific graphic codes is clarified. The thesis that in the conditions of globalization, visual identity is transformed from a product labeling tool into a complex system for managing audience expectations has been further developed. It is proven that the balance between innovation and preservation of basic style elements is a necessary condition for success at the global level. Practical relevance. The results obtained confirm the importance of a strategic approach to changes in design, which determine the prospects for further research in the field of communications. The practical significance of the work lies in the possibility of using the analysis conducted by students of art and marketing specialties, as well as professional designers when developing identity systems. The conclusions of the article can serve as a methodological basis for assessing the effectiveness of rebranding and predicting the market reaction to visual changes. The proposed approaches will help specialists justify the choice of graphic means when creating brands that claim leadership in highly competitive niches.