ANALYSIS OF THE BRAND VALUATION BASED ON THE ASSESSMENT BY INTERBRAND, BRAND FINANCE AND MILWARD BROWN OPTIMOR

Keywords: brand, brand value, methodology of evaluation, Interbrand, Brand Finance, Millward Brown Optimor

Abstract

Brands are significant category in the department of marketing and finance of the company. They also play the key role in the segment of consumer behavior when it comes to decision making during the purchase. Marketing managers in domestic companies still do not have enough experience in using the modern methods for estimation of the brand value. From this, the conclusion can be drawn that the operational structure do not receive an adequate support from marketing department in decision making. Analysis in this work will be based on the research of the concept of the brand value and the methodology of evaluation. The goal is to analyze advantages and disadvantages of different methodologies of well-known consultant agencies for estimation of the brand value. The work consists of a few parts. Attention is first directed towards the concept of the brand value and the classification of the evaluation methods. It is followed by the analysis of necessary measuring of the brand value in domestic practice and the current state in international practice. Then a more detailed analysis of the mode of operations for global agencies follows: Interbrand, Brand Finance and Millward Brown Optimor. Results of the empirical research will be shown through the comparative analysis of the values for the world’s famous brands, which are obtained by using the mentioned methodologies in the same time period.

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Published
2019-06-30
How to Cite
Terzić, S., & Đalić, I. (2019). ANALYSIS OF THE BRAND VALUATION BASED ON THE ASSESSMENT BY INTERBRAND, BRAND FINANCE AND MILWARD BROWN OPTIMOR. Acta Economica, 17(30), 59-82. https://doi.org/10.7251/ACE1730059T
Section
Review article

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