ANALYSIS OF THE BRAND VALUATION BASED ON THE ASSESSMENT BY INTERBRAND, BRAND FINANCE AND MILWARD BROWN OPTIMOR

Abstract

Brands are significant category in the department ofmarketing and finance of the company. They also playthe key role in the segment of consumer behavior whenit comes to decision making during the purchase. Marketingmanagers in domestic companies still do not haveenough experience in using the modern methods for estimationof the brand value. From this, the conclusioncan be drawn that the operational structure do not receivean adequate support from marketing departmentin decision making. Analysis in this work will be basedon the research of the concept of the brand value and themethodology of evaluation. The goal is to analyze advantagesand disadvantages of different methodologiesof well-known consultant agencies for estimation of thebrand value. The work consists of a few parts. Attentionis first directed towards the concept of the brand valueand the classification of the evaluation methods. It isfollowed by the analysis of necessary measuring of thebrand value in domestic practice and the current state ininternational practice. Then a more detailed analysis ofthe mode of operations for global agencies follows: Interbrand,Brand Finance and Millward Brown Optimor.Results of the empirical research will be shown throughthe comparative analysis of the values for the world’sfamous brands, which are obtained by using the mentionedmethodologies in the same time period.