Munich Personal RePEc Archive

A conceptual analysis of brand evaluation

Moisescu, Ovidiu Ioan (2007): A conceptual analysis of brand evaluation. Published in: The Proceedings of the International Conference „Competitiveness and European Integration” (2007): pp. 93-98.

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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.

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