Implementing Brand Valuation in Marketing Management: Estonian Food Industry Cases

Lele Aak (), Alan Brokaw () and Mait Miljan ()
Additional contact information
Lele Aak: Institute of Management and Marketing at University of Tartu; EMOR Ltd.
Alan Brokaw: Michigan Technological University
Mait Miljan: Institute of Management and Marketing at University of Tartu

No 104, Working Papers from Tallinn School of Economics and Business Administration, Tallinn University of Technology

Abstract: The dynamic global business environment creates brand strategy challenges for companies, including those in fast-adjusting Central and Eastern European countries. Some of the main topics that businesses have to face are brand building, brand equity and brand valuation. The importance of brands varies across and within industries. This paper focuses on analyzing the need for brand building, brand equity, and brand valuation in food industry, with a focus on Estonian businesses. Specifically, the paper deals with the overall importance of branding and brand valuation in different sectors of the food industry, the attributes that have the strongest influence on brand value, and the role of branding in product groups with different involvement levels.

Pages: 16
Date: 2004
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Published in Working Papers in Economics, School of Economics and Business Administration,Tallinn University of Technology (TUTWPE), Pages 9-24

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