Search results

1

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

100%

Marie S., Qi H.

Littera Scripta

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2015

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vol. 1

49-59

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.

2

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

100%

Lhotáková M.

Studia Commercialia Bratislavensia

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2012

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vol. 5

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issue 19

434-448

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.

3

COMPARISON OF SELECTED INTERNATIONALLY RECOGNIZED BRAND VALUATION METHODS

100%

Krizanova A., Janoskova K.

Oeconomia Copernicana

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2017

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vol. 8

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issue 1

99-110

EN

Research background: There are many consultative groups and market research companies on the market that have also brand valuation included in their service portfolios. Such companies tend to adopt their own unique approaches to value brands to face increasing competition, which is also reinforced by the fact that brand constitutes the company's most valuable commercial and intangible assets. The paper compares selected internationally recognized brand valuation methods, using the mathematical statistics apparatus (Pearson and Spearman correlation coefficients), on the sample of 12 global well-known brands (Apple, Google, Microsoft, Coca-Cola, Facebook, Toyota, IBM, Disney, McDonald's, General Electric, Samsung and Amazon). Purpose of the article: The aim is to analyze the brand values and the methods applied for possible deviations, and identify whether they are statistically significant and/or find any statistical correlation, or eventually recognize them as totally different and independent approaches. Methods: The analysis is carried out by pairwise comparison of selected brand values provided by selected consultative companies (Forbes, Interbrand, Brand Finance and Millward Brown). The degree of correlation of brand values provided by respective consultative groups is calculated using the following correlation coefficients: Pearson's correlation coefficient and its modified non-parametric version involving ordinals — Spearman's rank correlation coefficient. Findings & Value added: The analysis proved the highest correlation of the brand values provided by the Forbes and Interbrand; Subsequently, a trend analysis is carried out to determine the development over time, identifying the most striking development in the brand values provided by Millward Brown (BrandZTM) for the period 2013–2016.

4

History as a Factor Creating the Value of a Luxury Brand

100%

Dryl W.

Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia

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2022

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vol. 56

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issue 5

63-80

EN

Theoretical background: The attributes of a luxury brand include both the physical characteristics of the product and the symbolic values that the brand provides to the consumers. Symbolism is interpreted as prestige, beauty, charisma, the creation of which requires larger and more time-consuming efforts than just producing a unique, expensive, high-quality product. An important aspect of a reliable, trustworthy image is the history of the brand and its creators. In the opinion of many authors, it is an important element of the brand’s value, not only shaping its luxurious image, but also providing psychological values. Although history is not always indicated directly among the attributes of luxury brands, it is the basis of other values ascribed to them. The luxurious nature of the brand is often defined in the literature through the prism of its symbolism, an important element of which is history, along with heritage and country of origin. A prestigious heritage is built and maintained in time and culture by brands that are embedded in historical notions of luxury. As a result of associations with the heritage, brand is perceived as the highest quality, unique and authentic one. Symbolism, heritage and the history of a luxury brand are related to emotional qualities of personal indulgence and self-expression. Purpose of the article: The aim of the article is to verify the importance of the history of the brand in the process of shaping the value of a luxury brand in the perception of consumers. Research methods: A total of 203 valid responses were collected from wealthy respondents declaring monthly income over PLN 20,000 gross. An analysis of the results of the study was carried out, as well as an analysis of the literature. Main findings: In the era of dynamic development of new technologies, unpredictable changes in consumer expectations towards companies and their offers, it turns out that history, heritage and attachment to tradition are highly valued by consumers of luxury goods. They shape a higher level of trust, both in the company’s brand and its products, and increase the consumers purchase willingness. Companies that can boast of long history should undoubtedly communicate it intensively and care about providing consumers not only with basic values related to the product itself, but also symbolic values, which are particularly important for consumer of luxury goods. History and the heritage of a luxury brand constitute one of the essential elements of the brand’s value and should also be treated as such by companies.

5

Assessing the effects of socially responsible strategic partnerships on building brand equity of integrated business structures in Ukraine

88%

Ganushchak-Efimenko L., Shcherbak V., Nifatova О.

Oeconomia Copernicana

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2018

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vol. 9

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issue 4

715-730

EN

Research background: At present, it is critical to raise awareness on how global trends of doing business within the framework of sustainable development affect the success of each business unit, integration associations, and apparently contribute to a nation's prosperity. Thus, a study aimed at measuring the effects of socially responsible strategic partnerships on building brand equity of integrated business structures (IBS) will provide deeper insights into assessing the effectiveness and relevance of disseminating CSR practices. Purpose of the article: The paper attempts to evaluate the degree of effect of socially responsible strategic partnerships on building strong brand equity of integrated business structures. Methods: The participants in the assessment have been selected from the Forbes TOP 200 largest companies in Ukraine (the ranking was based not only on sales, such metrics as companies' financial performance, total assets and their current assessed value were also considered). The input data on the CSR indices were obtained from the Center for CSR Development Ukraine. The index of loyalty to a certain brand was calculated as an integral ratio of satisfaction and importance to customers (based on online survey results). To analyze the impact of the endogenous variable of CSR on IBS branding effectiveness (customer loyalty index and brand equity) and its cost effectiveness, correlation regression and factor analysis methods were applied. Findings & Value added: This study demonstrates the feasibility and economic justification of the impact of socially responsible strategic partnerships on brand equity development for integrated business structures. The research has significant implications for brand management of integrated business structures by providing empirical evidence that will improve understanding of the need to implement the concept of socially responsible branding that right today resonates with the moral society.

6

Brand as a strategic resource of a company

75%

Żaba-Nieroda R.

Zeszyty Naukowe Małopolskiej Wyższej Szkoły Ekonomicznej w Tarnowie

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2013

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issue 2(23)

231-243

EN

Having a strong brand and effective management thereof provides companies with a strong instrument with which to compete. In a recognized brand customers notice significant emotional benefits, which has a direct impact on the increase in the value of the product to the customer. A strong brand is becoming a way of distinguishing between the company with its products and the competition, and a way to build a sustainable competitive advantage as well as enhance the value of the company. The brand is one of the sources of the company’s value and the brand value positively influences the value of the company. Makes, brands, logos—these concepts are becoming increasingly important for Polish companies. It is not only the effect of increased competition on the Polish market but also of the foreign expansion of Polish enterprises, which is rapidly accelerating. Having one’s own well-known brand is a guarantee of profitable exports. The brand is the capital that needs to be nurtured, wisely managed as well as multiplied. A strong brand is the outcome of good investment that provides higher income and greater investor interest. Strong Polish brands conquer not only the domestic but also Western markets: Polish food, cosmetics, furniture or boats all provide the Polish with reasons to be proud of. The strength of a brand lies in its unique character, the impression it evokes and, frequently, the social status it indicates. A mere creation of a strong brand allows for building a market position and achieving a sales success.

PL

Posiadanie silnej marki oraz skuteczne nią zarządzanie dostarcza przedsiębiorstwom silnego instrumentu konkurowania. W uznanej marce klienci zauważają istotne korzyści emocjonalne, co ma bezpośredni wpływ na wzrost wartości produktu dla klienta. Silna marka staje się sposobem odróżniania przedsiębiorstwa i jego produktów od konkurencji oraz drogą do zbudowania trwałej przewagi konkurencyjnej i podniesienia wartości przedsiębiorstwa. Marka jest jednym ze źródeł wartości przedsiębiorstwa, a wartość marki pozytywnie wpływa na wartość przedsiębiorstwa. Marki, brandy, logo – te pojęcia stają się coraz ważniejsze dla polskich przedsiębiorstw. To nie tylko efekt zaostrzającej się konkurencji na polskim rynku, ale również zagranicznej ekspansji polskich przedsiębiorstw, która gwałtownie przyspiesza. Posiadanie własnej znanej marki jest gwarancją opłacalnego eksportu. Marka to kapitał, który należy pielęgnować, mądrze nim zarządzać i pomnażać go. Silna marka to owoc trafnej inwestycji, który zapewnia większe przychody i większe zainteresowanie inwestorów. Silne polskie marki zdobywają nie tylko rodzimy rynek, ale i rynki zachodnie – polska żywność, kosmetyki meble czy łodzie to nasze powody do dumy. Silna marka to jej wyjątkowy charakter, wrażenie, które wywołuje, a często też wyznacznik statusu społecznego. Tylko stworzenie silnej marki pozwala zbudować rynkową pozycję i osiągnąć sprzedażowy sukces.

7

A Multi-Dimensional Framework for the Development of Authentic Consumer Products

75%

Kristav P., Bäckström I., Nordin A., Warell A., Diegel O.

Journal of Marketing and Consumer Behaviour in Emerging Markets

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2018

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issue 2(8)

46-65

PL

A common assumption in product value literature is that authenticity is what contemporary consumers value the most. However, as this paper illustrates, the meaning of authenticity is unclear and the term appears foreign to product development practitioners. The purpose of this paper is to explore in what ways product development professionals talk about product value in general and how this relates to authenticity. The analysis of the interviews reveals that product developers must embrace authenticity as a holistic framework if the phenomenon is to be constructive for companies within the product development industry. In line with the concept of authenticity as a multi-dimensional framework, this paper suggests that authenticity does not solely result from certain intrinsic tangible or intangible product characteristics, and that commercially strong products and brands do not automatically become ‘authentic’. The contribution of this paper to the product development field is a framework for a multi-dimensional construct of authenticity, and an account for what representatives within selected companies talk about when asked about how they create consumer value, and how they contribute to valuable consumer experiences. The findings are analysed and discussed in the context of literature from product development, brand management and marketing management.

8

The condition of economies. Do most valuable global brands matter?

75%

Flisikowski K., Kucharska W.

Equilibrium. Quarterly Journal of Economics and Economic Policy

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2018

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vol. 13

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issue 2

251-264

EN

Research background: Brands are considered to be the most valuable asset of a company. Some of them achieve spectacular global results. The significance of global brands is proved by the fact that their value is often greater than the sum of all company's net assets. Purpose of the article: The aim of this article is to highlight that brand value does not only create company's value, but also leverages economies. The Authors claim that even though global brands are sold worldwide and are a part of 'global factories', they strongly relate to the development of economies in the countries where these brands' headquarters are located. Methods: Based on 500 Brandirectory, the Most Valuable Global Brands ranking powered by Brand Finance, an analysis of spatial autocorrelation of brand values, GDP per capita was performed and also the interdependency between them was illustrated with the use of the spatial cross-regressive model (SCM). The SCM approach allowed us to include spatial effects of brand values into the final form of the estimated equation. The empirical analysis was performed for 33 countries in 2014. Findings & Value added: Findings confirm the hypothesis that there is a highly statistically significant relationship between brand value and GDP per capita and, what's more, it is observed that spatial dependencies matter for brand values. The evidence is based on the results of spatial cross-regressive model (SCM).

9

Globalizing Higher Education

63%

Simoncini G.

MIND Journal

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2017

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issue 3

1-10

EN

A global reconfiguring of roles in society is unfolding at a pace never experienced before, or even imagined. Higher education is leaving the traditional environments of university systems confined by national boundaries. Universities are facing the need to reinvent themselves in the globalization era. Colleges think in “degrees”, markets do not. Academics in general, will benefit from moving toward a more integrated relationship with vocational training, adopting a mission of filling the gap between training for work and educating for life. To navigate and communicate across different disciplines is a skill that should be acquired in university. “Experience education” should not be just a generic principle, but an actual and structured teaching philosophy. The world needs less national, and more international higher education. Powerful hyper-connection is a distinctive feature of higher education. Intercultural competence becomes fundamental, creating in fact a “global cultural competence.” Internationalization for higher education institutions is not merely expansion, in whatever form, across the world. It is also the internal general reinvention of its self. Adopting advanced technology, automation, advanced management, and the principles of liquidity and ubiquity, higher education will result in what we define as “Global Education.”

10

Marketing doświadczeń

51%

Czopek M., Kudzia R., Borczyk P., Dereczenik B.

Zeszyty Naukowe Uczelni Jana Wyżykowskiego. Studia z Nauk Społecznych

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2017

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issue 10

rb.ujw.pl/social

EN

Satisfying clients’ needs is correlated with their loyalty and the market success of the firm. Businesses claim that they focus on the client, but many put themselves in the centre. Marketing plays the role of a signpost, portraying the building of clients’ values on the basis of experiences, which facilitates putting the clients back into the very centre of the management process. The notion of values has functioned in management since the fifties in the 20th century. The above work portrays the birth of the concept of marketing experiences as well as outlining its characteristic features. The article also discusses the most important assumptions of the concept. It presents a variety of definitions of marketing experiences, portraying the most important aspects. The article also brings closer the same significance of experiences and brand value, as well as replacing factors building attitudes regarding it. The level of client satisfaction in dealings with businesses shapes their attitude to the businesses. This work presents the factors which shape the level of satisfaction. It shows the use in practice of the division of the clients into classes of loyalty. The article also discusses components of image, as well as the content and significance of the attitude of clients to the firm.

PL

Zaspokajanie potrzeb klientów koreluje z ich lojalnością i sukcesem rynkowym firmy. Przedsiębiorstwa deklarują, że ogniskują się na kliencie, jednak wiele stawia siebie w centrum. Marketing spełnia funkcję drogowskazu, ukazującego udowanie wartości klientów na bazie doświadczeń, co umożliwia ponowne umiejscowienie klientów w samym centrum procesu zarządzania. ojęcie wartości funkcjonuje w zarządzaniu już od lat 50. XX wieku. Powyższe opracowanie ukazuje narodziny koncepcji marketingu doświadczeń oraz szkicuje jego charakterystyczne cechy. Artykuł omawia również najważniejsze założenia koncepcji. Przedstawia różnorodność definicji marketingu doświadczeń, ukazując najważniejsze aspekty. Artykuł przybliża także samą rangę doświadczeń, wartość marki oraz wymienia czynniki budujące postawę wobec niej. Stopień satysfakcji osiąganej przez klientów w kontaktach z przedsiębiorstwem kształtuje ich postawę wobec przedsiębiorstwa. Opracowanie przedstawia czynniki kształtujące poziom satysfakcji. Ukazuje stosowany w praktyce podział klientów na klasy lojalnościowe. Artykuł omawia również komponenty wizerunku, a także treści i rangę postawy klienta wobec firmy.

11

Chinese Liquors as global brands - Guizhou Moutai Group case study

51%

Peredy Z., Chaudhuri S., Zong N.

Zeszyty Naukowe ZPSB Firma i Rynek

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2023

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issue 1(63)

32-51

PL

Chiny to jeden z największych rynków napojów alkoholowych na świecie. Chiński przemysł alkoholowy ma ponad 5000 lat i odzwierciedla tradycyjne chińskie wartości kulturowe. Poprawa międzynarodowej konkurencyjności chińskiego likieru może być kluczem do promowania eksportu chińskiego tegoż trunku. W ostatnich latach polityka „Belt and Road Initiative (BRI)” oraz dogłębna realizacja kompleksowej strategii otwarcia stworzyły możliwości międzynarodowego rozwoju chińskiego trunku w celu wzmocnienia promocji kulturowej, stworzenia silnego efektu marki i wejść na drogę do otwarcia światowego rynku. Chiński przemysł alkoholowy wszedł teraz na poziom konkurencji „markowej” po tym, jak doświadczył konkurencji „ilościowej” do „jakościowej”. Jeśli chodzi o internacjonalizację, chińskiemu przemysłowi alkoholowemu brakuje marek rozpoznawalnych na całym świecie, a chiński branding alkoholi ma obsesję na punkcie atrakcyjności kulturowej i struktury jednej grupy konsumentów, co utrudnia otwarcie rynków międzynarodowych. Promocja międzynarodowej konkurencyjności chińskiego trunku wymaga wspólnych wysiłków rządu krajowego, stowarzyszeń branżowych i przedsiębiorstw. Dwie chińskie marki, Moutai i Wuliangye, należą do najlepiej sprzedających się luksusowych trunków na świecie. Pomoże to również przyspieszyć likwidację nadmiernej zależności chińskiego przemysłu alkoholowego od rynku krajowego. Jako wiodące przedsiębiorstwo w prowincji Guizhou, Guizhou Maotai Group odegrała dominującą rolę w rozwoju gospodarczym prowincji, rozwiązując jednocześnie lokalne problemy związane z zatrudnieniem i poprawiając standard życia ludzi. Grupa Guizhou Maotai powinna wdrożyć wielonarodową strategię, która koncentruje się na redukcji kosztów i dywersyfikacji produktów, aby jednocześnie osiągnąć korzyści w zakresie niskich kosztów i zróżnicowania produktów. Zgodnie z założeniem autora, po przeanalizowaniu procesów biznesowych tej firmy i wyciągniętych z nich wniosków, fakty te mogą służyć jako dobry przykład odniesienia dla innych interesariuszy chińskiego przemysłu alkoholowego, przyczyniając się do zrozumienia niektórych krytycznych czynników, które wpływ na podejmowanie decyzji, w jaki sposób chińskie alkohole mogą stać się rozpoznawalnymi na całym świecie markami. W tym kontekście w niniejszym artykule przeglądowym omówiono główne trendy w chińskim przemyśle alkoholowym za pomocą studium przypadku Guizhou Maotai Group w celu ujawnienia i zrozumienia głównych wyzwań, które stoją przed nimi oraz podsumowano kilka zaleceń dotyczących sposobów przezwyciężenia trudności na drodze do transformacji Likiery Moutai w szeroko znane, cenione światowe marki. Należy podjąć dalsze prace badawcze w celu ustalenia, w jaki sposób uogólnić te wnioski na cały sektor.

EN

China is one of the largest markets in the world for alcoholic beverages. The Chinese liquor industry is over 5,000 years old, reflecting traditional Chinese cultural values. Improving the international competitiveness of Chinese liquor can be the key to promoting the export of Chinese liquor. In recent years, the “Belt and Road Initiative (BRI)” policy and the in-depth implementation of the comprehensive opening-up strategy have brought opportunities for the international development of Chinese liquor to strengthen cultural promotion, establish a strong brand effect, and embark on the path to global market opening. The Chinese liquor industry has now entered the “brand” competition stage after experiencing competition from “quantity” to “quality”. In terms of internationalization, the Chinese liquor industry lacks internationally recognized brands, and Chinese liquor branding is obsessed with cultural appeal and a single consumer group structure, making it difficult to open up international markets. The promotion of the international competitiveness of Chinese liquor requires joint efforts of the national government, industry associations, and enterprises. Two Chinese brands, Moutai and Wuliangye, are among the best-selling luxury liquors worldwide. It will also help to accelerate the break-up of the Chinese liquor industry’s over-reliance on the domestic market. As a leading enterprise in Guizhou Province, Guizhou Maotai Group has played a dominant role in the province’s economic prosperity as well as solving local employment problems and improving people’s living standards at the same time. The Guizhou Maotai Group should implement a multinational strategy that focuses on cost reduction and product diversification to simultaneously achieve low-cost advantages and product differentiation advantages. According to the author’s assumption, after analysing the running business processes of this company and the lessons learned from them, these facts can serve as a good reference example for the other stakeholders in the Chinese liquor industry, contributing to an understanding of some critical factors that influenced decision-making on how Chinese liquors could become globally recognized brands. In this context, this review paper discusses the main trends of the Chinese liquor industry via a Guizhou Maotai Group case study in order to reveal and understand the main challenges that lie ahead and concludes several recommendations on how to overcome the difficulties on the way to transforming Moutai liquors into widely known, respected global brands. Further research work should be implemented to determine how to generalize these conclusions for the entire sector.

12

Mierniki subiektywne w ocenie pozycji konkurencyjnej marki klubu sportowego

51%

Skorek M., Dela D.

Marketing i Rynek

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2022

|

issue 12

19-27

EN

The purpose of this study is to identify the measures used in assessing the competitive position of an organization's brand and to indicate the factors shaping these measures. In the process of exploring the researched issue, the example of football clubs was used. The study focuses on the group of subjective measures. In the article the authors attempted to systematize knowledge in the area of brand strength resulting from its competitive position and the factors determining this position. The conclusion was supported by the analysis of the literature on the subject of brand creation and management.

PL

Celem opracowania jest identyfikacja miar wykorzystywanych w ocenie pozycji konkurencyjnej marki organizacji oraz wskazanie czynników kształtujących te miary. W procesie eksploracji badanego zagadnienia posiłkowano się przykładem klubów piłkarskich. W opracowaniu skupiono się na grupie miar subiektywnych. W artykule autorzy podjęli próbę systematyzacji wiedzy z obszaru siły marki, wynikającej z jej pozycji konkurencyjnej oraz czynników tę pozycję determinujących. Wnioskowanie zostało poparte analizą literatury przedmiotu z obszaru tworzenia marek i zarządzania nimi.

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

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

COMPARISON OF SELECTED INTERNATIONALLY RECOGNIZED BRAND VALUATION METHODS

History as a Factor Creating the Value of a Luxury Brand

Assessing the effects of socially responsible strategic partnerships on building brand equity of integrated business structures in Ukraine

Brand as a strategic resource of a company

A Multi-Dimensional Framework for the Development of Authentic Consumer Products

The condition of economies. Do most valuable global brands matter?

Globalizing Higher Education

Marketing doświadczeń

Chinese Liquors as global brands - Guizhou Moutai Group case study

Mierniki subiektywne w ocenie pozycji konkurencyjnej marki klubu sportowego