Analysis of Development of the Most Valuable Brands in the World and the Most Valuable Brands in China

• Authors: Marie Slabá , Qi Hudečková
• Languages of publication: EN

Abstracts

EN

Brands are one of the most important assets of any entity, regardless of its area. In theory and in the practice there are lots of methods of evaluation of brands that are trying to determine the most valuable brands in the world. In this article, the authors focus on the methodology BRANDZ developed by Millward Brown, a WPP. This methodology is based on the empirical research of more than three million consumers who evaluated more than 100 thousand different brands on fifty markets. The article analyzes not only global brands, but also the development of the most valuable brands in the rapidly developing Chinese market.

Keywords

EN

brand; brand value; Brandz

Discipline

• ECONOMICS: ECONOMICS

• Publisher: The Institute of Technology and Business in České Budějovice, Czech Republic
• Journal: Littera Scripta
• Year: 2015
• Volume: 1
• Pages: 49-59

Dates

published

2015-06-25

Contributors

author

Marie Slabá

• The Institute of Technology and Business in České Budějovice

author

Qi Hudečková

• The Institute of Technology and Business in České Budějovice