Measuring pricing power of a global brand in an Asian market

This paper sets out how PepsiCo, the food and beverage company, developed a holistic research method based on perceived brand equity to find an optimal pricing strategy for its snack brands in India.

Measuring pricing power of a global brand in an Asian market

Venu Gorti, Ruchira Jain, Don Sexton and Kamal Sen Cogitaas AVA, PepsiCo and Columbia University

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Brand building and pricing in developing markets

The Emer

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