engleski

Brand value evaluation issues

The aims of this paper are to give an overview of the achievements from different, wider angles point of view of issues related to the methodology of valuing brands. The paper will analyse the dimensions of brand equity, brand value and related research achievements regarding brand valuation. Using the semi-systematic literature review method of research describe the brand value evaluation method from financial/asset perspective, customer perspective and a comprehensive perspective. Comparisons of those brand value valuation approaches are presented and indicate possible implications suggesting method for evaluation of brand value. The paper shows the development of evolution in acknowledgement and research methods streaming to a contemporary holistic approach. The paper shows the evolution of the understanding of the brand, bran equity and value and the development of brand value evaluation, their recognition and its importance widely researched from different angles. Depending on the type of stakeholder and/or user of the research (investors, CEO or marketer) and consequently the development of research methods presented over, until recently, partial solutions and their shortcomings that lead to the conclusion of the need to direct modern research towards a holistic approach and metadata methods.

brand ; brand equity ; brand value ; brand valuation ; brand value evaluation method ; standardization

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