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The Application of Multivariate Statistical Analysis to the Valuation of Durable Goods Brands

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  • Dziechciarz-Duda Marta

    (Wrocław University of Economics, ; Wrocław, ; Poland)

  • Król Anna

    (Wrocław University of Economics, ; Wrocław, ; Poland)

Abstract

Nowadays, due to changes in the market and new trends in consumer behaviours, intangible assets, such as brand, have gained fundamental importance. The more frequent conviction that a product with a well-known name is better than other products contributes to the case of replacing the price of a product by its brand name as the predominant factor in the purchase decision process. Thus, for many companies the strengthening of brand equity has become one of the key elements of marketing strategy.

Suggested Citation

  • Dziechciarz-Duda Marta & Król Anna, 2017. "The Application of Multivariate Statistical Analysis to the Valuation of Durable Goods Brands," Statistics in Transition New Series, Polish Statistical Association, vol. 18(1), pages 75-90, March.
    • Handle: RePEc:vrs:stintr:v:18:y:2017:i:1:p:75-90:n:8
    DOI: 10.21307/stattrans-2016-058
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