Brand Value Assessment in Terms of Contemporary Global Challenges

Maria Misankova,Tatiana Corejova,Jana Kliestikova,Anna Krizanova

doi:10.3846/cbme.2017.065

Abstract

Brand represents one of the most important assets of the company. Brand-managing activities are typically related to brand positioning and integration with marketing campaigns, and can involve complex decisions. The branding of an organization is indeed a dynamic system with many cause-effect relationships as well as intangible and heterogeneous variables. In order to assess the value of individual brands can be used various models developed worldwide, based on different input data and valuation methodologies. We assume that individual environment in which company operates and consumers’ perceptions in different countries influence the ability and usability of these models in other countries. Therefore, we applied chosen well-known brand value models on the set of Slovak companies and validated their assessment ability in specific condition of the Slovak Republic. This was provided by the critical comparison of calculated values with the official values of brands of these companies listed in the Slovak journal. Through this, we pointed out the importance of the development of unique brand value model, which will be constructed in the specific condition of individual countries and highlight the weak assessment ability of foreign models.

Highlights

Building and managing brand equity is a relatively new managerial discipline on the Slovak market
2) Is the assessment ability of brand value models sufficient according to specifics of Slovak economy?
Results of calcultions of the brand value of selected companies according to the Roayalty Savings Model are shown in the Table 1, where all calculations are provided on the basis of three different discount rates

Summary

Introduction

Building and managing brand equity is a relatively new managerial discipline on the Slovak market. In todays oversaturated market is increasingly more difficult to attract, reach and above all to get to keep customers for its product. Through the constant technological development in recent years, it is possible to produce almost anything, competition on the market is huge and it depends on the details and on the little things that can distinguish individual products from each other. Based on the mentioned above it is clear that the time period of products has been replaced by brands and is conscious building and managing of brand value an important task of every marketing manager. It is not enough just to build a brand, but management must understand how promote the vision and identity of brand and through marketing activities help with a proper brand positioning

Methods

Results

Discussion

Conclusion