Impact of Brand Equity on Common Stock Prices

Abstract

This study aims to analyze the impact of brand equity on common stock prices, applied to the Baghdad Soft Drinks Company during the period (2004–2012). It explores the relationship between the financial value of brand ownership and financial performance represented by stock prices, using regression analysis and statistical tools (SPSS). The results indicated no significant relationship between brand equity and stock prices, reflecting the weak influence of marketing activities in the Iraqi financial market due to the local business environment. The study recommends enhancing the concept of brand equity as an intangible financial asset and adopting effective marketing strategies to increase corporate value in the stock market.