Measurement and tracking of brand equity 91 International Marketing Review, Vol. 18 No. 1, 2001, pp. 91-96. # MCB University Press, 0265-1335 Measurement and tracking of brand equity in the global marketplace The PepsiCo experience Paulette Kish and Dwight R. Riskey Innovation and Consumer Insights, Frito-Lay, Inc., Dallas, Texas, USA, and Roger A. Kerin Edwin L. Cox School of Business, Southern Methodist University, Dallas, Texas, USA Keywords International marketing, Brand equity, Brands, National cultures Abstract The conceptualization and measurement of brand equity, including its sources and outcomes, are a challenging task, particularly in a global marketplace. This paper briefly describes how PepsiCo, Inc. conceptualizes and measures brand equity across brands, countries, and over time. Special attention is given to the Equitrak TM brand equity model developed by PepsiCo, Inc. and the global brand equity tracking methodology employed by the company in 14 countries. The paper concludes with managerial insights obtained from this effort. Marketing practitioners and academics alike regard brand equity as a platform upon which to build a competitive advantage, future earnings streams, and shareholder wealth (Keller, 1998; Kerin and Sethuraman, 1998). Nevertheless, the conceptualization and measurement of brand equity, including its sources and outcomes, remain a challenge. Two key managerial questions must be answered with respect to conceptualization and measurement: (1) What contributes to my brand’s equity?; and (2) How can these contributors be used effectively to build or nurture my brand? (Davidson, 1998). Numerous conceptualizations of brand equity have been proposed (e.g. Grapentine, 1996) and a variety of measurement approaches have been developed (e.g. Agarwal and Rao, 1996). Each has its strengths and weaknesses and, in the final analysis, must be evaluated in light of brand management’s purpose. Regardless of a particular conceptualization, measurement and tracking over time and across international boundaries are essential to manage and control brand equity effectively (Shocker et al., 1994). This paper provides a synoptic overview of the global brand equity model and measurement system at PepsiCo, Inc. For the sake of brevity, three topics are addressed. First the origin, purpose, and structure of the PepsiCo brand equity model are described. Second, the company’s global brand equity measurement and global tracking methodology is outlined. Finally, selected The research register for this journal is available at http://www.mcbup.com/research_registers The current issue and full text archive of this journal is available at http://www.emerald-library.com/ft