Old McDonald's had a brand?: How traditional brands lose their breath

Jana Kliestikova (), Anna Krizanova () and Maria Kovacova ()
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Jana Kliestikova: University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics
Anna Krizanova: University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics
Maria Kovacova: University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics

No 7508681, Proceedings of International Academic Conferences from International Institute of Social and Economic Sciences

Abstract: Traditional brands have to review implementation of previously used concepts and techniques of brand value building and management. The reason of such a managerial decision consists in the evolution of the market and buying decision stereotypes. So far, branding theory do not know how to explain that traditionally valuable brands lose their value sharply despite their position in global brand value rankings have not indicated it. The danger of this situation is really high. So, the aim of this paper is to verify through the cluster analysis based on secondary data from Interbrand ranking our hypothesis that the scissors between actual brand value of traditional and modern brands are opening more and more. And at the same time to predict which brands will have to face the threat of brand value decrease.

Keywords: brand; brand value; brand value sources; brand management (search for similar items in EconPapers)
JEL-codes: C00 C90 M31 (search for similar items in EconPapers)
Pages: 11 pages
Date: 2018-04
New Economics Papers: this item is included in nep-ipr
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Published in Proceedings of the Proceedings of the IISES Annual Conference, Sevilla, Spain, Apr 2018, pages 126-136

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Persistent link: https://EconPapers.repec.org/RePEc:sek:iacpro:7508681

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