Sandra
What is the difficulty in measuring the brand equity of a brand like Coca-Cola?
Brand equity measurement depends on consumer perception towards a particular brand. It is believed that those products that have high brand equality are more successful. Brand knowledge refers to brand awareness (whether, and when, consumers know the brand) and brand image (what are the associations that consumers have with the brand) (Chandon, P 2003 pp 3).
Customers always remain loyal towards such brands. Coca-Cola is one of the oldest beverage brands of the world (Peterson, E. Nathan). Brand equity is difficult to measure because much of it depends on consumer perceptions and opinions of a brand (Measuring Brand Equity with
Coca-Cola). As compared to other big brands it is difficult to measure the brand equity of Coca-
Cola because Coca-Cola has included numerous products under its brand. In addition to the numerous of versions of Coca-Cola world-wide that compete in opposition to other beverage brands, Coca-Cola competes among itself. Globally the company has several versions/brands that are a part of the Coca-Cola family. Some of the brands of Coca-Cola include Coca-Cola
Classic, Full Throttle, Dasani Water, Fanta, and Soy Products etc. Apart from competing against itself the Coca-Cola Company has saturated the marketplace and customers who might dislike one product may in reality enjoy a different Coca-Cola product. However, the customer might be unaware that the beverage is actually in the Coca-Cola family. So in many cases it has been found that customers do know that they are using a coca-cola product. As a result measuring brand equity may be difficult as consumers may be loyal and repeat customers of a brand and not know its origin. Though it is difficult to measure the brand equity of Coca-Cola we can still say

that Coca-Cola has high brand equity. The company is still the market leader in the beverage market. In the last few years the company has shifted its’ focus to developing the market in order to increase its brand equity.
References:
Peterson, E. Nathan. http://ezinearticles.com/?Measuring-Brand-Equity-With-Coca-Cola-Products&id=1712240
Chandon, P. (2003) https://flora.insead.edu/fichiersti_wp/inseadwp2003/2003-19.pdf
Measuring Brand Equity with Coca-Cola http://knowledgemanagementsystems.blogspot.in/2012/09/measuring-brand-equity-withcoca-cola.html
Chimere
What is the difficulty in measuring the brand equity of a brand like Coca-Cola?
The ultimate success of an organization is on their ability to create and retain. The best possible way for an organization to add, create, and retain this value is through innovation, product differentiation, and keeping their customer's first. The idea of keeping the customer first is where brand equity plays an important role.
According to Kotler and Keller (2012), a brand has high equity when a consumer has a positive view about the product and how the product is marketed (pg 244). In other words, brand equity depends totally on how a customer perceives a product and their opinion of the product (Peterson, 2008). This aspect of "customer perception" is what make brand equity hard to measure. According to Chris Grannell (2013), brand equity is nearly impossible to measure because a variety of people may respond differently to a particular brand.
For example, Coca-Cola is a product known well throughout the world as their brand knowledge from their customer base to those who have never tried the product is huge (i.e. the word of mouth aspect has allowed its brand awareness to reach all corners of the world). When I was in Senegal, West Africa, even the villagers knew about Coca cola where you could refill your coke in those glasses versus plastic bottle that we use here. The difficulty in measuring the brand equity of Coca Cola is derived from the variation of products that the company has introduced into the market (Peterson, 2008). There are products in the market, which
Peterson (2008) notates, that are a part of the Coke family but it is not highly known to the consumers.
In reviewing this question, i find it interesting that brand equity which equates a certain intangible value and a possible profit is not found on the balance sheet like Goodwill which is also an estimation of intangible value within an organization.
Reference:
Kotler, P. & Keller, K. (2012). Marketing Management. (14th ed.). Upper Saddle River, NJ: Pearson Prentice
Hall
Grannell, C. (2013). Untangling Brand Equity, Value, Assets and Health. Retrieved from

Peterson, N. (2008). Measuring Brand Equity With Coca Cola Products. Retrieved from http://ezinearticles.com/?Measuring-Brand-Equity-With-Coca-Cola-Products&id=1712240
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