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A conceptual analysis of brand evaluation

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  • Moisescu, Ovidiu Ioan

Abstract

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.

Suggested Citation

  • Moisescu, Ovidiu Ioan, 2007. "A conceptual analysis of brand evaluation," MPRA Paper 32017, University Library of Munich, Germany, revised 2007.
    • Handle: RePEc:pra:mprapa:32017
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    File URL: https://mpra.ub.uni-muenchen.de/32017/1/MPRA_paper_32017.pdf
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    References listed on IDEAS

    as
    1. 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.
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    Cited by:

    1. Catalin Mihail BARBU & Radu Florin OGARCA & Mihai Razvan Constantin BARBU, 2010. "Branding In Small Business," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(S1), pages 31-38, June.
    2. Kliestikova Jana & Kovacova Maria, 2017. "By Disobedience to Success: When Brand Value should be Measured in a Different Way than how the Theory Recommends," Economics and Culture, Sciendo, vol. 14(2), pages 33-43, December.
    3. Dan Boboc & Georgiana-Raluca Ladaru, 2015. "Marketing study for assessment of romanian wine brands," International Conference on Competitiveness of Agro-food and Environmental Economy Proceedings, The Bucharest University of Economic Studies, vol. 4, pages 19-25.
    4. Bilal Gerekan & Abdulkadir Pehlivan & Mahmut Kocan, 2019. "The Effect of Firm Growth on Brand Value: Evidence from Brand Finance Turkey-100," Asian Economic and Financial Review, Asian Economic and Social Society, vol. 9(9), pages 1067-1076, September.

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    More about this item

    Keywords

    Brand equity; brand evaluation; financial methods; behavioral methods; composite methods; brand monetary value;
    All these keywords.

    JEL classification:

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

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