What Is The Value Of A Brand?

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, formerly of PepsiCo and now with SC Johnson, joins Ann L. McGill and Pradeep K. Chintagunta of Chicago Booth to discuss the value of a brand.