The problem is due to the brand name itself. When we take a company like Coke, Pepsi, Harley Davidson, or another very big, internationally known brand, we have to consider the market itself. Coca-Cola has a very unique advantage in a similar regard as Pepsi. People generally either prefer Coke or Pepsi, as each company has established to build brand equity. Also, each company undeniably has a large amount ...
This solution explains the difficulty encountered when measuring brand equity of famous brands.