Abstract
A brand is one way to distinguish products from each other, while simplifying consumers’ decisions in choosing an appropriate product. However, sustaining and improving a brand’s position in the market is not a simple process. This chapter discusses the essence of a brand, brand value, approaches to brand valuation, and the factors affecting brand value. As an example, the chapter includes a determination of the impact of advertising costs on brand value through linear dependence (correlation analysis). The results show that a company’s advertising and brand value are linearly independent. Brand value is therefore not primarily dependent only on the level of advertising costs; rather, it depends on other factors as well.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsReferences
Aaker, D. A. (2003). Brand building – budování značky (p. 312). Brno: Computer Press.
American Marketing Association. (1995). Dictionary. .Available from: https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=B. Accessed 15 December 2016.
Gambetti, R. C., & Ggraffigna, G. (2015). Value co-creation between the “inside” and the “outside” of a company: Insights from a brandcommunity failure. Marketing Theory, 15(2), 155–178.
International Organizational for Standardization. (2010). ISO 10668:2010 brand valuation – Requirements for monetary brand valuation (p. 11). Geneva: ISO.
Keller, K. L. (2007). Strategic brand management (p. 796). Praha: Grada Publishing.
Kotler, P. (2001). Marketing management (10th ed.p. 719). Praha: Grada Publishing.
Krizanova, A. etc. (2015). Building a Brand in the Context of Sustainable Development. In Proceedings of International Conference on Management Engineering and Management Innovation, PRC: Changsha, 2015 (pp. 79–84).
Kurennaya, A. (2017). Brand/story: Cases and explorations in fashion branding. Fashion Style & Popular Culture, 4(1), 124–126.
Kylianova, D., et al. (2010). Hodnota značky a jej podiel na nehmotnom majetku podniku. Banská Bystrica: Úrad priemyselného vlastnícstva SR.
May, M., Monga, A. B., & Kalaignanam, K. (2015). Consumer responses to brand failures: The neglected role of honor values. Brand Meaning Management, 12, 257–291.
Rodrigues, P., & Martines, F. V. (2016). Perceptual and behavioural dimensions: Measuring brand equity consumer based. Journal of Fashion Marketing and Management, 20(4), 507–519.
Salinas, G. (2009). The international brand valuation manual (p. 420). Chicester: Wiley&Sons.
The World’s Most Valuable Brands. (2016). Forbes Magazine. .Available from: https://www.forbes.com/powerful-brands/list/. Accessed 3 Feb 2017.
Toman, M. (2015). Co je to značka a proč ji budovat. Zubří: Intuitivni marketing .Available from: http://www.intuitivnimarketing.cz/marketing/co-je-znacka-proc-ji-budovat. Accessed 15 Jan 2017.
Tringh, G., Romaniuk, J., & Tanusondjaja, A. (2016). Benchmarking buyer behavior towards new brands. Marketing Letters, 27(4), 743–752.
Van Der Meer, T. G. L. A. (2016). Automated content analysis and crisis communication research. Public Relations Review, 42(5), 952–961.
Wang, Y. L., & Tzeng, G. H. (2012). Brand marketing for creating brand value based on a MCDM model combining DEMATEL with ANP and VIKTOR methods. Expert systems with applicatios, 39(5), 5600–5615.
Wood, L. (1999). Market power and its measurement. European Journal of Marketing, 33(5), 612–633. Available from: http://www.emeraldinsight.com/doi/abs/10.1108/03090569910262224.
Acknowledgements
This chapter is based on the the science project APVV-15-0505, "Integrated model of management support for building and managing the brand value in the specific conditions of the Slovak Republic.”
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2018 Springer International Publishing AG, part of Springer Nature
About this paper
Cite this paper
Nadanyiova, M., Kliestikova, J. (2018). Brand Value and the Factors Affecting It. In: Tsounis, N., Vlachvei, A. (eds) Advances in Panel Data Analysis in Applied Economic Research. ICOAE 2017. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-70055-7_31
Download citation
DOI: https://doi.org/10.1007/978-3-319-70055-7_31
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-70054-0
Online ISBN: 978-3-319-70055-7
eBook Packages: Economics and FinanceEconomics and Finance (R0)