Brand Value and the Factors Affecting It

Margareta Nadanyiova () and Jana Kliestikova
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Margareta Nadanyiova: University of Zilina, Faculty of Operation and Economics of Transport and Communications
Jana Kliestikova: University of Zilina, Faculty of Operation and Economics of Transport and Communications

Chapter Chapter 31 in Advances in Panel Data Analysis in Applied Economic Research, 2018, pp 391-401 from Springer

Abstract: Abstract A brand is one way to distinguish products from each other, while simplifying consumers’ decisions in choosing an appropriate product. However, sustaining and improving a brand’s position in the market is not a simple process. This chapter discusses the essence of a brand, brand value, approaches to brand valuation, and the factors affecting brand value. As an example, the chapter includes a determination of the impact of advertising costs on brand value through linear dependence (correlation analysis). The results show that a company’s advertising and brand value are linearly independent. Brand value is therefore not primarily dependent only on the level of advertising costs; rather, it depends on other factors as well.

Date: 2018
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DOI: 10.1007/978-3-319-70055-7_31

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