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 …

competition and product and market strategies which are open to imitation. Consequently, the brand, and the values it carries, has …, as sales promotions (for short-term sales volume increases), merchandising (essential for promoting brand values at … points-of-sale), licensing (which aims to transmit brand equity to members of the public and market sectors which would …

competition and product and market strategies which are open to imitation. Consequently, the brand, and the values it carries, has …, as sales promotions (for short-term sales volume increases), merchandising (essential for promoting brand values at … points-of-sale), licensing (which aims to transmit brand equity to members of the public and market sectors which would …

The construct of a brand relationship is quite complex. Numerous types of brand relationships can be identify and each … relationship between consumers and their preferred brand is important. The presence of strong brand in the market is the source of … various financial rewards to organization and due to this, creation strong brand is top priority for many organizations. Brand …

widely explored since the early 80's in the fields of customer behaviour and brand management. Indeed, the concept of hedonic … marketing study on hedonic and symbolic brand value perception which we present here. Firstly, we draw upon the hedonic and …-consumption context, investigating the brand choice process of 251 customers among 3 product categories and 9 brands. We use tools …

A brand represents the awareness and the image that a product has managed with a segment of customers. In business … terms, a brand can be defined as a specific relationship created within a given market for the promotion of a particular … product. The specific existing relationship between a brand and a given market indicates the functional and symbolic values …

organization for successfully administrating of its business area, the brand takes a distinct place, because of the huge potential …

The word “brand” is designated to be a name, term, symbol, or a combination of them all, in order to identify goods and … in Romania, in order to identify all elements supporting this concepts’ brand image, values and beliefs. We appreciate … that supports the development of the company brand image, its good performance and customer relations. …

Purpose - This article deals with a type of luxury fashion brand whose name is at the same time the famous surname. The … of a known brand “name” and no necessity to involve great expenditure on promoting the name, the use of a form of a … famous artists’ surname as a brand can bring the brand managing companies some problems. In case of luxury brands, managers …

A brand represents the awareness and the image that a product has managed with a segment of customers. In business … terms, a brand can be defined as a specific relationship created within a given market for the promotion of a particular … product. The specific existing relationship between a brand and a given market indicates the functional and symbolic values …