engleski

The Role of marketing concept within “Total brand value” evaluation process

Total brand value (TBV) is financially expressed value of a brand. That expressed value refers not only to the financial aspect but also on other indicators that arise from the consumer's and market point of view. That means that brand has significant value only when it achieves revenue and profits based on recognition. This is something what can be dared to call “intangible assets” of the firm. Thus, “Brand value is a projection of the future incomes based on expected business operations and business perspectives projected in the future”. Marketing concept includes many various factors that significantly influences on consumer behavior during purchasing process. Brand value evaluation process include historical data, estimation of present market position of the company and company perspective i.e. estimation of the future. That means that evaluating process “Total brand value” is essentially based on future prediction value of market purchase and brand perspective projected in the future. On the other hand, marketing concept is business concept that include vision, exactly defined business goals, price politics, market analysis, estimation of the profit potential of the targeted market segment, research and development of products, supply and value chain, promotion strategy and many other activities. Based on such approach, it is clear that marketing concept gives great contribution to brand value evaluation process so called Total brand value”.

Marketing concept, Total brand value, evaluating process

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