Measurement and tracking of brand equity in the global marketplace – The PepsiCo experience
Marketing practitioners and academics alike regard brand equity as a platform upon which to build a competitive advantage, future earnings streams, and shareholder wealth. Nevertheless, the conceptualization and measurement of brand equity, including its sources and outcomes, remain a challenge.
Content: Article | Authors: Dwight R. Riskey, Paulette Kish, Roger A. Kerin | Source: ManagementFirst | Subjects: Marketing / Sales, Strategy