Brands are estimated to account for about one third of the stock market value of companies in the S&P 500 index. A company's brand is often thought of as a critical part of its business strategy. Ann Mukherjee of PepsiCo joins Ann McGill and Pradeep Chintagunta of Chicago Booth to discuss the value of a brand.
The Big Question is a monthly video series from Capital Ideas at Chicago Booth. Every month, we ask Booth faculty and invited guests for their perspectives on important issues. We cover a broad range of themes, from the US economy to the fate of the euro, from political polarization to the future of retail, and all points in between. For intelligent, thought-provoking, in-depth discussion, join us every month for the Big Question. And, join the conversation on Twitter with @BoothCapIdeas #BoothBigQ.