The Magic of Branding

Here's something I was thinking about yesterday.

What are the first three words that you think of when you think...

1. Pepsi
2. Thums Up
3. Coke

Here's my list of answers:

1. More, Young, Cool
2. Action, Akshay Kumar, Strong
3. Bacardi, Aamir Khan... I don't know

Pepsi, on this admittedly unscientific test, managed to get three words that defined Pepsi's brand. Thums Up managed two, if you are willing to associate "action" with Thums Up. I am, because I think that's what drives their brand-building to a large extent.

Coke, in my mind, is associated with Bacardi, and it's brand ambassador. There's not a single word I could think of quickly enough to associate with the brand.

Now, as I type this, I remember the word "enjoy". But that's too little, too late, no?

And here's the worst part - I like the taste of Coke the best!

Is Coca-Cola India missing something here?