Brand value impact on company economic value evaluation model

Migle Eleonora Cernikovaite ()
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Migle Eleonora Cernikovaite: Mykolas Romeris University

Review of Applied Socio-Economic Research, 2016, vol. 11, issue 1, 22-31

Abstract: Modern economy is being continuously impacted not only by the global changes, but also by the competitive environment that are altering the nature of corporate property and the origin of the factors creating added value for the company. In terms of intangible assets, brands are reflecting consumer expectations and impact the content and specifics of a company's creation of value added. The aim of the dissertation, on the basis of a theoretical analysis carried out on the impact of the brand on a company's value added, was to develop a model aimed at determining the impact of the brand on its company's economic value added and verify it empirically. The construction of a theoretical model and similar empirical studies has shown that the company's brand exposure to economic value added analysis studied in a fragmentary way. The proposed research methodology is based on qualitative (expert evaluation and multiple assessment -COPRAS methods) and quantitative (questionnaire surveys, sectorial, financial and statistical analysis company) a combination of research methods. The application of proposed brand value impact on economic value added evaluation model can be seen in various types of business investment projects; can be used as a tool for providing strategic branding and development solutions and efficient business management decision-making and evaluation in order to provide added value creation in businesses.

Keywords: evaluation of the brand value; added value of the company; intangible assets. (search for similar items in EconPapers)
JEL-codes: G32 M21 M31 (search for similar items in EconPapers)
Date: 2016
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