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The Effect of the Economic Crisis on the Value of Global Brands

Author

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  • Munteanu Claudiu-Cãtãlin

    (The Bucharest Academy of Economic Studies, Faculty of Marketing)

Abstract

In 2008 the most severe economic crisis since the Great Depression hit the global economy. The current economic crisis has a negative impact on both people and organizations and changed many aspects of the global economy, such as government policies, corporate affairs or investors behavior . This article empirically examines the effect of the economic crisis on the value of global brands correlating the Interbrand model for assessing brand value with the dynamics of the global economy. The findings reveal that macroeconomic events such as an economic crisis do not necessarily affect brand value, but have a negative impact on the growth and development of individual brands. Moreover, a large scale economic crisis exerts a significant influence on how the monetary value of a brand is established and concentrated in todays markets.

Suggested Citation

  • Munteanu Claudiu-Cãtãlin, 2011. "The Effect of the Economic Crisis on the Value of Global Brands," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 879-883, May.
    • Handle: RePEc:ovi:oviste:v:xi:y:2011:i:9:p:879-883
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    More about this item

    Keywords

    brand value; economic crisis global brands; macroeconomic factors;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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