Abstract
The article analyzes the image of a brand and a brand image, brand value assessment methods, brand value, and benefits. A brand is a word or phrase that identifies and separates goods belonging to one person from belonging to another person. A brand is one of the elements of marketing, advertising. High-quality brand brings significant benefits to the manufacturer or the trader. A brand name may consist of a brand name and a brand symbol. There is several brand value evaluation model analyze in the article, like capital market-oriented brand value model, Aaker's brand value model, the Interbrand Brand Assessment Methodology, which helps evaluate brand value and benefit.
Highlights
Brand image can be perceived as emotion, which, being an intangible asset of the company, ensures its long-term prosperity
Characteristics of the brand image are different in the scientific literature
Brand can be a word or a symbol, a letter, a digit, a design, an emblem, a slogan, a spatial characteristic of the product itself, which is marked and helps to distinguish between a person or a product belonging to the company
Summary
More and more businesses are aware of the importance of branding. The image is both emotional and communicative perception of products and services that helps ensure the company's success. Brand image can be perceived as emotion, which, being an intangible asset of the company, ensures its long-term prosperity. The value is created by brands that are able to satisfy the main elements: visibility, quality, price, association, brand identity, loyalty, and relationships. The versatility of these elements means that the brand itself must become diverse
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