Показване на основна информация на публикация

dc.contributor.authorGoranova, Penka
dc.date.accessioned2016-05-18T07:38:29Z
dc.date.available2016-05-18T07:38:29Z
dc.date.issued2015
dc.identifier.issn0861-6604
dc.identifier.urihttp://hdl.handle.net/10610/1411
dc.description.abstractThe impact of brands has become more powerful than ever in the contemporary world and brand managers are aware that brand growth and expansion are essential for the increase of sales and the development of companies in general. Leading companies like Xerox and Coca-Cola report that brand is as important to their performance as factories, innovations and capital are, since powerful brands attract wealthy customers and investors. The concept of brand equity has been widely employed lately. It refers to the financial worth which adds to the physical properties of tangible assets and of products in particular. Brand equity is in essence the measurement of the value added. The objective of this paper is to present contemporary methods for valuating brand equity and to provide a comparative analysis of their employment. In-depth knowledge about global practices in brand equity valuation is of fundamental importance to designing a successful and efficient branding strategy.bg_BG
dc.language.isoenbg_BG
dc.publisherАИ "Ценов"bg_BG
dc.relation.ispartofseries2;6
dc.subjectbrandbg_BG
dc.subjectadvertisingbg_BG
dc.subjectstrategiesbg_BG
dc.subjectfinancial methodsbg_BG
dc.subjectmarketing methodsbg_BG
dc.subjectcombined methodsbg_BG
dc.titleANALYSIS OF METHODS FOR BRAND EQUITY VALUATIONbg_BG
dc.typeArticlebg_BG


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