Currently there is a variety of approaches dealing with a brand or trademark valuation. The International Valuation … most in strategic building of brand value. These factors could be used as a basis for the proposal of a new method for the … profit, return of investment). The other factors which create a brand value (brand awareness, brand loyalty, emotional …

The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer … for brand communication. The authors analyze the positioning of the German premium brand HUGO BOSS throughout the most … popular social media platforms. As a conclusion hypotheses about the influence of the media-activities on the brand are …

Business which determine the perception of its brand by consumers, will get the advantage in the competition. Todays … difference and competitive advantage is determined by brands. With brand personality studies, businesses can find out their … market position, brand perception and market share. In this context, it is aimed to determine university students’ perception …

method. As results, research showed that a positive country image can compensate in terms of perception for a weak brand …

in brand awareness. The effect of "online word of mouth" is a powerful tool for businesses, but its true potential is yet … strategies, it can improve the recommendation of the brand and increase its visibility in the market. Viral marketing can be …

in brand awareness. The effect of "online word of mouth" is a powerful tool for businesses, but its true potential is yet … strategies, it can improve the recommendation of the brand and increase its visibility in the market. Viral marketing can be …

establishment of a gratification system in accordance with the consumers’ expectations, their perception of the brand associations … and their relationship with the brand. …