Sometimes brand analysis starts in memory

Sometimes, when analyzing brands, it’s instructive to go back in memory. One such moment for me is the classic blind test between Coke and Pepsi. Of course, much has happened since — and yes, the study is old. But it captures something those of us who enjoy marketing have always understood: The end game. Growth → choice preference → shareholder value → brand value. A memory in time. Reference: Esch, F.-R., Wicke, A. & Rempel, J.-E. (2005). Herausforderungen und Aufgaben des Markenmanagements. In: Esch, F.-R. (Ed.), Moderne Markenführung: Grundlagen – Innovative Ansätze – Praktische Umsetzungen. Wiesbaden: Gabler/Springer, p. 7.