Analysis of Development of the Most Valuable Brands in the World and the Most Valuable Brands in China

Marie Slabá and Qi HudeÄ ková

Littera Scripta, 2015, vol. 8, issue 1

Abstract: Brands are one of the most important assets of any entity, regardless of its area. In theory and in the practice there are lots of methods of evaluation of brands that are trying to determine the most valuable brands in the world. In this article, the authors focus on the methodology BRANDZ developed by Millward Brown, a WPP. This methodology is based on the empirical research of more than three million consumers who evaluated more than 100 thousand different brands on fifty markets. The article analyzes not only global brands, but also the development of the most valuable brands in the rapidly developing Chinese market. Analýza vývoje nejhodnotnÄ›jších znaÄ ek svÄ›ta a nejhodnotnÄ›jších znaÄ ek Čínské lidové republiky

Keywords: brand; brand value; Brandz; znaÄ ka; hodnota znaÄ ky (search for similar items in EconPapers)
Date: 2015
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