A conceptual analysis of brand evaluation
Considering the fact that brands are fundamental assets of any business, this paper analyses, in a conceptual and critical manner, the existent methodologies used to measure the brand as company asset. Several worldwide acknowledged methods are taken into consideration and are comparatively and critically analyzed, emphasizing their specific roles and contextual situations in which are suited, trying to outline the need for a global standardization of the principles regarding brand evaluation.
|Date of creation:||2007|
|Date of revision:||2007|
|Publication status:||Published in The Proceedings of the International Conference „Competitiveness and European Integration” (2007): pp. 93-98|
|Contact details of provider:|| Postal: Ludwigstraße 33, D-80539 Munich, Germany|
Web page: https://mpra.ub.uni-muenchen.de
More information through EDIRC
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Carol J. Simon & Mary W. Sullivan, 1993. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, INFORMS, vol. 12(1), pages 28-52.
When requesting a correction, please mention this item's handle: RePEc:pra:mprapa:32017. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Joachim Winter)
If references are entirely missing, you can add them using this form.