Measurement and tracking of brand equity in the global marketplace - The PepsiCo experience

The conceptualization and measurement of brand equity, including its source s and outcomes, are a challenging tash, particularly in a global marketplac e. This paper briefly describes how PepsiCo, Inc. conceptualizes and measur es brand equity across brands, countries, and over time. Special attention is given to the Equitrak (TM) brand equity model developed by PepsiCo, Inc. and fits global brand equity tracking methodology employed by the company in 14 countries. The paper concludes with managerial insights obtained from this effort.