The Effect of the Economic Crisis on the Value of Global Brands

Munteanu Claudiu-Cãtãlin ()
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Munteanu Claudiu-Cãtãlin: The Bucharest Academy of Economic Studies, Faculty of Marketing

Ovidius University Annals, Economic Sciences Series, 2011, vol. XI, issue 2, 879-883

Abstract: In 2008 the most severe economic crisis since the Great Depression hit the global economy. The current economic crisis has a negative impact on both people and organizations and changed many aspects of the global economy, such as government policies, corporate affairs or investors behavior . This article empirically examines the effect of the economic crisis on the value of global brands correlating the Interbrand model for assessing brand value with the dynamics of the global economy. The findings reveal that macroeconomic events such as an economic crisis do not necessarily affect brand value, but have a negative impact on the growth and development of individual brands. Moreover, a large scale economic crisis exerts a significant influence on how the monetary value of a brand is established and concentrated in todays markets.

Keywords: brand value; economic crisis global brands; macroeconomic factors (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:ovi:oviste:v:xi:y:2011:i:9:p:879-883

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