PepsiCo keeps the fizz in its brand equity

Abstract

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.

Citation

(2002), "PepsiCo keeps the fizz in its brand equity", Strategic Direction, Vol. 18 No. 10, pp. 15-17. https://doi.org/10.1108/02580540210794003