Tag: brand equity

Introduction Costco was ranked one of the best employers in America and around the world in 2020 [1] and 2021 [2]. Its apparent strong financial numbers[4] and high brand equity[3] perceived by customers, employees, and investors have led Costco to a phenomenal run in the stock market since 2016. In fact, if one bought Costco’s shares in March 2016 and sold them in November 2020[5], the returns would more than doubled and outperformed Gold’s returns in the same period.[6]  While … Continue reading “The Costco Strategy and Experience”