The Growing Brand Equity and Brand Value – The Learnings from Most Valuable Brands

Lhotáková Markéta ()
Additional contact information
Lhotáková Markéta: Vysoká škola ekonomická v Praze, Fakulta mezinárodních vztahů, Katedra mezinárodního obchodu, Náměstí W. Churchila 4, Praha 3

Studia Commercialia Bratislavensia, 2012, vol. 5, issue 19, 434-448

Abstract: The brands are often most valuable asset of the company. The successful brands are annually gaining value while unsuccessful brands may year-on-year significantly loose their value. This article examines effects, tools and trends that influence development of brand value. In the first section you may find analyses of theoretical concepts of brand equity and brand value and its development from the point of consumer as well as brand owner. The next section looks into the different impacts, that increase brands value according to the global rankings of the most successful brands „Best Global Brands“ from Interbrand consulting group and „BrandZ Top 100 Most Valuable Global Brands ranking“ from Millward Brown company. In the conclusion I compare these two attitudes and identify current trends, which play important role in brand value creation.

Date: 2012
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.2478/v10151-012-0009-4 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:stcomb:v:5:y:2012:i:19:p:434-448:n:5

DOI: 10.2478/v10151-012-0009-4

Access Statistics for this article

Studia Commercialia Bratislavensia is currently edited by Viera Kubičková

More articles in Studia Commercialia Bratislavensia from Sciendo
Bibliographic data for series maintained by Peter Golla ().