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Old McDonald's had a brand?: How traditional brands lose their breath

Author

Listed:
  • Jana Kliestikova

    (University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics)

  • Anna Krizanova

    (University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics)

  • Maria Kovacova

    (University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics)

Abstract

Traditional brands have to review implementation of previously used concepts and techniques of brand value building and management. The reason of such a managerial decision consists in the evolution of the market and buying decision stereotypes. So far, branding theory do not know how to explain that traditionally valuable brands lose their value sharply despite their position in global brand value rankings have not indicated it. The danger of this situation is really high. So, the aim of this paper is to verify through the cluster analysis based on secondary data from Interbrand ranking our hypothesis that the scissors between actual brand value of traditional and modern brands are opening more and more. And at the same time to predict which brands will have to face the threat of brand value decrease.

Suggested Citation

  • Jana Kliestikova & Anna Krizanova & Maria Kovacova, 2018. "Old McDonald's had a brand?: How traditional brands lose their breath," Proceedings of International Academic Conferences 7508681, International Institute of Social and Economic Sciences.
    • Handle: RePEc:sek:iacpro:7508681
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    File URL: https://iises.net/proceedings/iises-annual-conference-sevilla/table-of-content/detail?cid=75&iid=024&rid=8681
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    More about this item

    Keywords

    brand; brand value; brand value sources; brand management;
    All these keywords.

    JEL classification:

    • C00 - Mathematical and Quantitative Methods - - General - - - General
    • C90 - Mathematical and Quantitative Methods - - Design of Experiments - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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