The Growing Brand Equity and Brand Value – The Learnings from Most Valuable Brands

• Authors: Markéta Lhotáková
• Languages of publication: EN

Abstracts

EN

The brands are often most valuable asset of the company. The successful brands are annually gaining value while unsuccessful brands may year-on-year significantly loose their value. This article examines effects, tools and trends that influence development of brand value. In the first section you may find analyses of theoretical concepts of brand equity and brand value and its development from the point of consumer as well as brand owner. The next section looks into the different impacts, that increase brands value according to the global rankings of the most successful brands „Best Global Brands“ from Interbrand consulting group and „BrandZ Top 100 Most Valuable Global Brands ranking“ from Millward Brown company. In the conclusion I compare these two attitudes and identify current trends, which play important role in brand value creation.

Keywords

EN

Brand; brand equity; brand value

• Publisher: Sciendo
• Journal: Studia Commercialia Bratislavensia
• Year: 2012
• Volume: 5
• Issue: 19
• Pages: 434-448

Dates

published

2012-12-01

online

2013-01-17

Contributors

author

Markéta Lhotáková

• Vysoká škola ekonomická v Praze, Fakulta mezinárodních vztahů, Katedra mezinárodního obchodu, Náměstí W. Churchila 4, Praha 3

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Identifiers

DOI

10.2478/v10151-012-0009-4