Discussion:
1. What is the difficulty in measuring the brand equity of a brand like Coca-Cola?
2. Coke has been the number one global brand for a very long time (Interbrand releases the list of Top Global Brands yearly)
3. Marketing is the same regardless of whether it is for a service/good or e-commerce/brick-and-mortar: it is about research to identify target markets in which you can brand a product and create a competitive advantage. Do you agree with this statement? Support your position.