GLOBAL BRANDS UNDER THE INFLUENCE OF COVID-19

Abstract

The development of modern business depends to a large extent on the ability of companies to compete. More and more companies engage resource in creating a unique product capable of satisfying and the most demanding users. The protection of these products of unlawful use is carried out through intellectual property sites which are defined as intangible assets. Objects of scientific interest in this study are trademarks as an intangible asset that, through the use of marketing tools, turn into powerful brands for billions of dollars. The purpose of this article is to present the change in the value of world brands under the influence of COVID-19. By using empirical methods (study, comparison and analysis of expert assessments), the paper clarifies the role of intangible assets for the competitiveness of companies and the importance of trademarks and brands as a competitive advantage. The results of the study show predictions about the most valuable global brands for 2021. In conclusion, the role of trademark and brands for society as a whole and in particular for consumers is summarized.