investments into marketing activities. The effects of allocating resources to increase brand variables is commonly measured by … determining the value of a brand or a brand equity. Brand equity valuation models can be divided in three groups: financial …’s behavior. These models try to analyse qualitatively different determinants of the brand equity construct. Brand managers who …

area and food companies have, therefore, devoted more attention to it. The paper uses case a study of the brand Perutnina … Ptuj to illustrate the importance of action elements in repositioning a brand in competitive markets. The example is … illustrated by using a research model of strategic repositioning of a brand. The results of the analysis of competitors, the …

The article investigates the importance of perceived brand name value from an external point of view of perception of … origin of the product, marketing mix elements, and the perceived brand name value. Emphasis is placed on establishing how the … origin of the product impacts on the perceived brand name value and what its impact is on the perceived brand name value in …