IDEAS home Printed from https://ideas.repec.org/p/ttu/wpaper/104.html
   My bibliography  Save this paper

Implementing Brand Valuation in Marketing Management: Estonian Food Industry Cases

Author

Listed:
  • Lele Aak

    (Institute of Management and Marketing at University of Tartu; EMOR Ltd.)

  • Alan Brokaw

    (Michigan Technological University)

  • Mait Miljan

    (Institute of Management and Marketing at University of Tartu)

Abstract

The dynamic global business environment creates brand strategy challenges for companies, including those in fast-adjusting Central and Eastern European countries. Some of the main topics that businesses have to face are brand building, brand equity and brand valuation. The importance of brands varies across and within industries. This paper focuses on analyzing the need for brand building, brand equity, and brand valuation in food industry, with a focus on Estonian businesses. Specifically, the paper deals with the overall importance of branding and brand valuation in different sectors of the food industry, the attributes that have the strongest influence on brand value, and the role of branding in product groups with different involvement levels.

Suggested Citation

  • Lele Aak & Alan Brokaw & Mait Miljan, 2004. "Implementing Brand Valuation in Marketing Management: Estonian Food Industry Cases," Working Papers 104, Tallinn School of Economics and Business Administration, Tallinn University of Technology.
    • Handle: RePEc:ttu:wpaper:104
    as

    Download full text from publisher

    File URL: http://deepthought.ttu.ee/majandus/tekstid/TUTWPE_04_104.pdf
    Download Restriction: no
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ttu:wpaper:104. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Urve Venesaar (email available below). General contact details of provider: https://edirc.repec.org/data/fettuee.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.