engleski

How to measure the market value of a brand on the example of luxury fashion products?

The company may consider that it has the best products on the market, with the best and fastest performance, the highest quality and the best price, but this does not necessarily mean that this product will also be the first choice of customers. What this product represents through the brand must be reflected in the minds of customers. It is the customer whose opinion determines the value of the product, and at the same time the value of the brand itself. Luxury fashion products and luxury brands are the subject of desire of many customers and their possession gives a sense of prestige, exclusivity and uniqueness. In addition to the financial value of the brand, increasing importance is attached to the market value of the brand. This paper presents Aaker's approach to measuring the market value of a brand in the segment of luxury fashion products, namely handbags. The paper sought to prove the link between the market value of selected brands and the ranking of brands on Interbrand's list of the most successful brands. The primary research was conducted using an on-line questionnaire. The research was conducted on a sample of 160 respondents who are fans of fashion, luxury products and specifically luxury handbags. The research results proved the positive connection between the market value of the observed brands and their position on the scale of the globally most successful brands.

Aaker's model, Brand equity, Luxury fashion brands, Market value

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