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.