Measurement and tracking of brand equity in the global marketplace ‐ The PepsiCo experience
Abstract
The conceptualization and measurement of brand equity, including its sources and outcomes, are a challenging task, particularly in a global marketplace. This paper briefly describes how PepsiCo, Inc. conceptualizes and measures brand equity across brands, countries, and over time. Special attention is given to the EquitrakTM brand equity model developed by PepsiCo, Inc. and the global brand equity tracking methodology employed by the company in 14 countries. The paper concludes with managerial insights obtained from this effort.
Keywords
Citation
Kish, P., Riskey, D.R. and Kerin, R.A. (2001), "Measurement and tracking of brand equity in the global marketplace ‐ The PepsiCo experience", International Marketing Review, Vol. 18 No. 1, pp. 91-96. https://doi.org/10.1108/02651330110382014
Publisher
:MCB UP Ltd
Copyright © 2001, MCB UP Limited