Let it flow!
Understanding the impact of equity transfer on brand and corporate positioning

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Author(s): David Pring, Curt Stenger, Trent Ross, Angela Lovejoy, Omar Rodriguez
Collection: Congress 2008 - Frontiers
Keywords: Brand Research, CSR

ESOMAR Congress 2008 Award Nominee - Best Case History
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Members: EUR 12.00

Increasingly companies have to balance their corporate social responsibility initiatives with both the value to society and to their business. What agendas to pursue, whether at the corporate or brand level and the triggers which have net impact on brand equity and ultimately the value equation is challenging to measure. Ipsos, working with The Coca-Cola Company developed a program and model to evaluate brand equity flow between brands and the corporate parent that is enabling a “win-win” for both Coca-Cola and society.



Date of publication: 26.09.2008
ISBN: 92-831-0224-X
Order Code: CON08
Number of pages: 19

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