Brand and equity pricing: PepsiCo's performance power insight
Venu Gorti, Ruchira Jain, Don Sexton and Kamal SenCogitaas AVA, PepsiCo India and Columbia University
The every corporate story
We have all been part of business strategy meetings at our corporate offices or at our clients' where there is plenty of discussion and debate on where marketing dollars are best invested.
Large consumer companies have traditionally invested in building brands and strengthening brand equity through advertising and on-ground campaigns. On the other hand, store labels and local products have focused on price and trade discounts for driving their relevance.
As market...