THE PRIORITY DIRECTIONS OF NATIONAL ECONOMY DEVELOPMENT
BRAND EVALUATION: A REVIEW OF INTERBRAND AND MILLWARD BROWNMODELS
Steliana Vasileva
Abstract: Increasing number of organizations adapt to the need of using large amounts of data information for decision making in order to be competitive on the market. The main benefit of using a system for determining brand value is that it connects brand management and business efficiency. The main objective of this paper is to give a contribution to the marketing literature byexamining and analysing the Interbrand and BrandZ™ models. These two important models, defined by academics and used by practitioners, are used for brand valuation, as part of the management strategy of the modern business organizations. The current analysis is targeted at shedding light on the main features of each of them.
Keywords: brand equity models, brand evaluation, brand rankings, Interbrand, BrandZ
Published: p. 293-303
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