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 of
marketing and finance of the company. They also play
the key role in the segment of consumer behavior when
it comes to decision making during the purchase. Marketing
managers in domestic companies still do not have
enough experience in using the modern methods for estimation
of the brand value. From this, the conclusion
can be drawn that the operational structure do not receive
an adequate support from marketing department
in decision making. Analysis in this work will be based
on the research of the concept of the brand value and the
methodology of evaluation. The goal is to analyze advantages
and disadvantages of different methodologies
of well-known consultant agencies for estimation of the
brand value. The work consists of a few parts. Attention
is first directed towards the concept of the brand value
and the classification of the evaluation methods. It is
followed by the analysis of necessary measuring of the
brand value in domestic practice and the current state in
international practice. Then a more detailed analysis of
the mode of operations for global agencies follows: Interbrand,
Brand Finance and Millward Brown Optimor.
Results of the empirical research will be shown through
the comparative analysis of the values for the world’s
famous brands, which are obtained by using the mentioned
methodologies in the same time period.