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Measuring Brand Value: The Case Of Romanian Public Traded Companies

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  • ȘERBAN Radu-Alexandru

    (Lucian Blaga University of Sibiu, Romania)

Abstract

Today most of the world’s products benefit from a huge success because of a big brand. If in the past this was the case for the luxury industry where the power of branding it’s reaching the consumer in the most impactful way. First by the mystery surrounding the brand, then by keeping the consumer as loyal as possible, the result being huge revenues for this brands, for, eg. LVMH, the largest group by revenue. But things are no longer the same, today the power of branding and huge revenues moved to another industry flourished, tech industry, where companies like Apple, Google, Facebook, Amazon, dominate their sectors benefiting from a strong brand name.

Suggested Citation

  • ȘERBAN Radu-Alexandru, 2018. "Measuring Brand Value: The Case Of Romanian Public Traded Companies," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 13(3), pages 206-213, December.
    • Handle: RePEc:blg:journl:v:13:y:2018:i:3:p:206-213
    as

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    File URL: http://eccsf.ulbsibiu.ro/RePEc/blg/journl/13313serban.pdf
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    References listed on IDEAS

    as
    1. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
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