PepsiCo keeps the fizz in its brand equity
After entering the Indian market in 1989, PepsiCo finally looks set to break even. However, this is something of an achievement for any US organization considering the numerous brands that fail to penetrate the market of the world’s second most populous country. This success can only have been helped by PepsiCo’s innovative brand equity measurement model that was developed last decade.
Year of publication: |
2002
|
---|---|
Published in: |
Strategic Direction. - MCB UP Ltd, ISSN 1758-8588, ZDB-ID 2089990-7. - Vol. 18.2002, 10, p. 15-17
|
Publisher: |
MCB UP Ltd |
Subject: | International marketing | brand equity | Brands | National cultures |
Saved in:
Online Resource
Saved in favorites
Similar items by subject
-
Measurement and tracking of brand equity in the global marketplace ‐ The PepsiCo experience
Kish, Paulette, (2001)
-
Brand identity documentation: a cross‐national examination of identity standards manuals
Jordá‐Albiñana, Begoña, (2009)
-
Global Marketing and Advertising
Vandermerwe, Sandra, (1998)
- More ...