Brand Value

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The automotive sector represents more than a simple industry. Since the late nineteenth century, it has embodied the economic and technological power of nations, the lifestyle, the dynamics of urban and territorial development, and it has acted as a national barometer of economic success and failure. This book explains how the car industry works and analyses the challenges both for the sector and for the economies that rely on the industry for jobs, growth, and innovation. It explores an industry that has been under severe pressure in industrialized countries for many years—factories have shut down, jobs have gone, and brands have disappeared—yet world production has never been so high, reaching new peaks annually. Fabio Cassia and Matteo Ferrazzi investigate as well the new trends of urban mobility and the characteristic of " car of the future " : the traditional landscape of car production and usage will be driven by technological advances, connectivity, car sharing, and by one the most fascinating advances, the self-driving car. How different will be the automotive sector in a decade? Will the traditional players be challenged by new entrants such as Google, Apple, Uber?

First chapter download: https://agendapub.com/images/pdfs/chapters/9781911116721_chp.pdf

Cilj rada je predstaviti pojam vrijednosti marke i različitih metoda mjerenja vrijednosti marke. U oblasti upravljanja markom kao dijela marketinških aktivnosti, vrijednost marke ima izuzetan značaj. Iako se mjerenje vrijednosti marke najviše koristi pri procjeni ukupne vrijednosti poduzeća, bitno je u svakom trenutku imati osnovne informacije o procjenjenoj vrijednosti marke poduzeća. Informacije ovog tipa su krucijalne za uspješnost procesa pozicioniranja marke. Rad razmatra pojam marke, vrijednosti marke, te prezentuje dvije osnovne metode mjerenja vrijednosti marke: finansijsku i tržišnu. U okviru ovih metoda navedeni su brojni pristupi i modeli mjerenja vrijednosti marke. Na kraju su predstavljene osnovne smjernice upravljanja vrijednosti marke.

Croatian Abstract: Elektronsko izdanje monografije Licnost brenda: Razlika koju je najteže kopirati, autorke dr Slađane Starcevic, objavljeno je u izdanju FEFA, 2016. godine i domacim citaocima detaljno predstavlja jedan veoma popularan koncept u marketingu.Licnost brenda predstavlja metaforu koja se odnosi na potrosacevo opažanje i doživljaj brenda kao osobe tj. opisivanje određenog brenda kao ljudskog bica. Brendovima se cesto pripisuju fizicke karakteristike (lep, privlacan itd.), pozitivne i negativne osobine svojstvene ljudima (npr. harizmatican, odlucan, bojažljiv, neprilagođen, besan itd.) i demografske karakteristike kao sto su pol, godine, status itd. Naime, potrosaci kupuju određene brendove da bi pomocu njih izrazili licni identitet ili imidž, posebno kada su u pitanju bredovi koji se javno konzumiraju. Ova i slicna zapažanja su i uvela pojam licnosti brenda u marketing. Danas se mnogi teoreticari i prakticari marketinga slažu oko toga da licnost brenda predstavlja veoma ...

Lencastre, Paulo (Ed.) (2007). O Livro da Marca [The Brand Book]. Lisboa: Dom Quixote.

O que é uma marca? Em que se distingue uma marca de um produto? Que áreas de conhecimento devem ser convocadas para a sua compreensão? O direito? A semiótica? O design? A psicologia? O marketing?...
O objectivo deste livro é contribuir para a compreensão de um conceito polifacetado, objecto de estudo e de prática de vários saberes. O conceito de marca cruza disciplinas, o que nem sempre facilita o olhar de cada uma sobre o objecto em causa.
Ao conjugar competências de um grupo de investigadores do Brasil e de Portugal, acreditamos que este livro dá um contributo importante à bibliografia sobre a marca em língua portuguesa. Para o leitor, estudante, docente, investigador, consultor ou gestor de marcas, pretende-se que ilustre o "estado de arte" de uma área que, de praticamente marginal na literatura internacional de marketing, se transformou nos últimos anos em área estrela. Para os autores este livro é a expressão da cumplicidade em torno de um tema pioneiro, que hoje vê desenvolver-se e levantar todos os dias novas questões de prática e de investigação.

The purpose of this research is to examine South Korean consumers’ brand value and brand loyalty toward foreign luxury fashion brands and current distribution channels for those brands (i.e., Department stores/Specialty stores, Factory outlet, Internet retailing, TV home shopping). Furthermore, this research examines the impact of channel diversification on consumers’ brand value and brand loyalty toward foreign luxury fashion brands. This study employed a quantitative research method. Factor analysis, ANOVA, Duncan test, and multiple regression analysis were employed to test the hypotheses. When testing brand values for each channel diversification case, participants evaluated brand value differently depending on the type of distribution channel. Participants did not show significantly different brand loyalty depending on distribution diversification cases. When the influence of brand value on brand loyalty was tested, different brand values affected brand loyalty depending on the type of distribution channel. Also, this research could suggest possible distribution channel options for foreign luxury brands to be successful in the Korean market and values they need to put an importance depending on the retail types. In addition, foreign luxury brands could apply the results of this study to their own markets.

Introduction In extent literature works, brand is labeled as the most valuable intangible asset to a firm's development, for it is not just a name, a logo for customers to recall when they think of a specific product category. Most importantly, brand serves as a tool to deliver promised value to customers, partners and stakeholders, which could finally be reflected in the monetary brand value: growing sales and shareholder dividends (Keller and Lehmann, 2003). Now that we know the significance of branding, how could we design and implement brand strategies that meet our goals described above, how could we evaluate the financial impact of expenditures and investments on branding, and in what aspects should we make adjustments regarding current brand strategies and then yield better managerial decisions in the future To solve such enquiries, the brand value chain model proposed by Keller and Lehmann might be a good tool to offer a holistic, integrated approach to understanding the value process created by brands. According to the model, brand value creation begins with the company's marketing activities. This influences customers 'mindset and which, in turn, acts a factor to impact on brand performances in the marketplace and is ultimately valued by the financial community (Keller and Lehmann, 2003). In the meantime, three important multipliers: the program quality multiplier, the marketplace conditions multiplier, and the investor sentiment multiplier, could affect the value transfer process. In order to give a holistic view of how brand value could be implemented in marketing activities and how could it be evaluated in terms of every stage of value creation stage, in this essay, we aim to use the brand value chain model as a guide to evaluate diet coke's brand strategy. By examining the four stages of value creation process integrated with multipliers suggested by the model, we could clearly

The emergence of social media is challenging the ways that marketing academics and practitioners conceptualize and manage brands. This research explores the consumers׳ specific motivations for the purpose and structure of the consumption of brands in social media community

Lencastre, Paulo de & Côrte-Real, Ana (2007). Um triângulo da marca para evitar a branding myopia: contribuição semiótica para um modelo integrado de compreensão da marca. Organicom, 4, 7, 98-113.

Este artigo parte da metáfora da miopia para explicar a visão mais limitada da marca, entendida exclusivamente como o sinal de identidade de um produto. Sendo a marca um sinal, recorre à semiótica, a ciência dos sinais, para aplicar um modelo que alarga o conceito de marca a três dimensões: a do sinal de identidade propriamente dito; a do objeto a que o sinal se refere; e a da resposta do mercado ao sinal.
Palavras-chave: Marca, branding, semiótica, marketing, marketing mix, product mix, identity mix, brand mix, public mix, answer mix, identidade corporativa, extensão de marca, posicionamento da marca, imagem da marca.

This article uses the short-sightedness metaphor to explain the more limited vision of the brand, understood to be the sign of identity of a product. As the brand is a sign, it resorts to semiotics, the sciense of signs, to apply a model that expands the concept of brand to three dimensions: the sign of identity per se; the object to which the sign relates; and the market´s response to the sign.
Keywords: Brand, branding, semiotic, marketing, marketing mix, product mix, identity mix, brand mix, public mix, answer mix, corporate identity, brand extension, brand positioning, brand image.

This study is devoted to the measurement and comparison of brand equity of Samsung and Apple as perceived by the students of Lord Ashcroft International Business School. Measuring brand equity provides information on the strengths and weaknesses of the brand. This evaluation is done through the functional and symbolic associations of the brand, i.e. its reputation, its image, its quality and consumer loyalty to the brand. The results of this research have the potential to improve management of the marketing mix elements.
The measurement scale used is based on the theory of Cognitive Psychology. This theory is built on a multidimensional concept. The results and comparison are presented and discussed.

Keywords: customer based brand equity, brand value, brand personality, Samsung.

A brand is one of the most significant phenomena that directly affect the purchase intention of the customers. A brand is important because it creates distinct values in the minds of the customers. Brand value is a combination of brand loyalty, brand awareness, brand association, brand image, and perceived quality. These factors create positive or negative thoughts in the customers' minds about different types of the brand’s products. In this study, the data is collected from 663 respondents from Kabul, Afghanistan, by using survey techniques to determine the factors that affect the brand's value. As a result of the data analysis, these factors (brand loyalty, perceived quality, brand association, and brand image) positively affect brand value. However, brand awareness does not affect the brand's value positively.

Elektronsko izdanje monografije Ličnost brenda: Razlika koju je najteže kopirati, autorke dr Slađane Starčević, objavljeno je u izdanju FEFA, 2016. godine i domaćim čitaocima detaljno predstavlja jedan veoma popularan koncept u marketingu.

Ličnost brenda predstavlja metaforu koja se odnosi na potrošačevo opažanje i doživljaj brenda kao osobe tj. opisivanje određenog brenda kao ljudskog bića. Brendovima se često pripisuju fizičke karakteristike (lep, privlačan itd.), pozitivne i negativne osobine svojstvene ljudima (npr. harizmatičan, odlučan, bojažljiv, neprilagođen, besan itd.) i demografske karakteristike kao što su pol, godine, status itd. Naime, potrošači kupuju određene brendove da bi pomoću njih izrazili lični identitet ili imidž, posebno kada su u pitanju bredovi koji se javno konzumiraju. Ova i slična zapažanja su i uvela pojam ličnosti brenda u marketing. Danas se mnogi teoretičari i praktičari marketinga slažu oko toga da ličnost brenda predstavlja veoma značajno sredstvo diferenciranja u savremenim uslovima, kada su tradicionalni oblici diferenciranja izgubili na značaju. Pokazalo se da stvaranje odgovarajuće ličnosti brenda vodi uspostavljanju jakog odnosa između potrošača i brenda, kao i ostalim značajnim marketinškim ili uže, komunikacionim rezultatima, kao što su lakši opoziv brenda iz memorije, jači i pozitivniji stavovi prema bredu, podsticanje kupovnih namera, jačanje vernosti potrošača prema brendu i uopšte, uvećanju tržišne vrednosti brenda.

Ličnost brenda je tema o kojoj se vrlo malo pisalo u domaćoj literaturi, osim u članku autorke ove monografije "Istraživanje koncepta ličnosti brenda u marketingu", a koji je objavljen 2013. godine u časopisu Marketing. Samim tim, osnovni cilj ove monografije jeste da se tema detaljno analizira i na taj način obezbedi domaćim autorima dobra podloga za buduća istraživanja, a praktičarima u oblasti marketinga pokaže na koji način pomoću analize ličnosti brenda mogu steći mnogo bolju sliku o brendu kojim se bave, u odnosu na rezultate dobijene klasičnim istraživanjem imidža brenda i tržišnih komunikacija. Utvrđivanjem profila ličnosti brenda (tekućeg ili željenog) jasno se može uvideti da li je različitost brenda u odnosu na ostale slične brendove dovoljna, na kojim dimenzijama i stavkama su napravljeni eventualni propusti i kako treba usmeriti pozicioniranje brenda u budućnosti, korišćenjem raznovrsnih marketinških alatki. Autorka je takođe sprovela sopstveno istraživanje ličnosti brendova mobilnih operatera u Srbiji, kako bi se utvrdila dijagnostička vrednost mernog instrumenta ličnosti brenda i upotrebna vrednost originalne skale Dženifer Aker (Jennifer Aaker) u različitim kulturama i kategorijama proizvoda.

Tematika ove monografije spaja dve discipline – marketing i psihologiju. Međutim, stil pisanja je prilagođen jasnom razumevanju tematike, tako da je moguće da njeni čitaoci, pored stručnjaka u oblasti marketinga i primenjene psihologije, budu i one osobe koje nisu dovoljno upoznate sa ovim oblastima, a želele bi da prošire svoje znanje.

Cet article a pour visée l'étude des déterminants de l'engagement du consommateur à la marque. Nous proposons une nouvelle approche de conception de l'engagement à travers un modèle intégrant le capital-marque et la valeur perçue et axée sur la perception des éléments tangibles et intangibles de la marque. Les déterminants de la relation affective entre le consommateur et la marque présentent de très importants leviers d'action pour la consolidation des positions des entreprises dans un environnement où la croissance est limitée par la volatilité des clients et largement influencée par une concurrence de plus en plus vulnérable. Abstract : This article intends to study the determinants of consumer commitment. We propose a new conceptual framework for brand commitment incorporating brand equity and perceived value. Our research is focused on the perception of tangible and intangible brand attributes that affect brand value. Determinants of emotional relation between the consumer and the brand are important to consolidate business positions in an environment where growth is limited by the customer volatility and largely influenced by higher competition.

The purpose of this chapter is to introduce the Five-Sources Model of Brand Value that illustrates the importance of functional, emotional, self-oriented, social, and relational brand consumption experiences helping different organisations get a clear sense of where they can add value to their marketing communication strategies on social media. The model is consumer-centered and is grounded in consumers' experiences collected through interviews and Facebook focus group. This chapter is based on an ongoing project that first started as a Masters research in 2011. It has continued with conferences and academic papers, in conjunction with consulting and lecturing on social media applications in New Zealand business and education context.

Indian mutual fund industry is experiencing tremendous growth, which is the outcome of infrastructural expansion and advancement in India. This paper contributes to the mutual fund performance literature by bridging the gap of an empirical research based on determinants of mutual fund family as a predictor of mutual fundperformance in the context of Indian mutual fund industry.In preference to treating mutual fund as an entirely independent entity, it has been treated as a larger group, the mutual fund family. It has been witnessed that creating multiple mutual funds is somehow inefficient. So, to overcome the inadequacy associated with single stand alone funds, fund family concept has been launched. This paper encapsulates the central line of reasoning of mutual fund separation theorem and with this foundation it presents the influential factors which contour the fortune of a fund family and its associated funds in the Indian market in the form of an analytical graphical model which represents a set of variables and their interrelationships on the basis of structured questionnaire based on Inductive approach and Likert scale method of responses. Along with this, effect of demographic variables on investor's decision have also been analyzed.A sample size of 200 based on stratified sampling technique has been considered, which have been bifurcated as 100 mutual fund professionals and 100 mutual fund investors.PCA Method of Exploratory Factor analysis has been used for data analysis. Sampling frame considered for data collection are the mutual fund professionals along with mutual fund investors from Delhi/ NCR. Results of the study reveals that compared to stand alone funds, a fund family has a greater flexibility in reallocating its human and other resources in response to market opportunities and its performance is mainly affected by factors like fund family returns, market coverage, economies and management structure of fund family.Along with this demographic variables also play a very crucial part in framing the psyche of an investor about any investment avenue, especially mutual funds. As mutual funds are in an embroyonic stage in India as compared to global market.

Over the last two decades the IT, financial, and retailing sectors have shown rapid growth with the emergence of new product and service innovations that have been characterised by their corporate and product brands. When the value of a brand name, translated into 'brand equity', becomes a significant asset to a company, managers face difficulty in assessing brand worth and choosing the best brand valuation approach to suit a specific set of circumstances. This paper presents a literature review to examine the requirements and issues for brand valuation models and, thus, highlights their contribution to brand equity building. The paper concludes with propositions for further investigation.

""ABSTRACT

This paper represents an analytical review of two concepts – brand image and brand value, in the context of strategic positioning of the brand, that company uses to attain a distinctive competitive advantage in the mind of consumers and the other stakeholders. Consequently, a basic methodological procedure used in this paper is an analysis, that is, disassembling of the mentioned concepts into their integral parts, for the purpose of their studying. An explication as the methodological procedure has been used to the great extent, because this paper is based on observing of the causal and functional connections between the particular elements, not on their simple description. The paper shows that brand image and brand value shouldn’t be observed as two separated and primarily “managing” concepts. First of all, we are talking about two psychological and mutually dependent concepts, because the consumers’ brand associations are the key element in the brand value formation and management. Accurately, the brand provides value to the particular firm by generating value for the consumers, and the process of the positioning is nothing else but what you do to the mind of the consumers to accept your offer.

Key words: brand, brand image, brand value, consumer, attitudes""

El ponente expone su proyecto, el cual trata sobre un tema real que se encuentra vivenciando el país, y tiene que ver precisamente con el post acuerdo; dice Juan Diego, que actualmente este proyecto se encuentra en ejecución durante el presente año, y lo que busca es generar responsabilidad social y empresarial en pro de dichos diálogos por la paz; para esto, se ha ido ejecutando una investigación sobre la manera en que las marcas y compañías pueden favorecerse de este momento para generar impacto social. Es importante resaltar que la intención final del proyecto es lograr validar a través de unos procesamientos de datos estadísticos unos modelos econométricos que les permitan a las empresas hacer una planeación y proyección estratégica, que tenga en cuenta diversas dimensiones, como la equidad territorial, la equidad social, la reinserción y la reparación, que se llevan a cabo durante el post acuerdo, para ser adaptadas a los diferentes espacios de trabajo. La idea central que puede rescatarse, es el propósito con el que cuenta el presente proyecto, pues su importancia se fundamenta en la construcción de desarrollo social, punto donde es necesario que el valor de marca vaya de la mano con la responsabilidad social y empresarial; para lograr esto, es fundamental que las empresas tomen acciones que generen un impacto visible, por lo cual no deben quedarse sólo en la intención de conseguir tal influencia, sino que se trata de implementar este tipo de procesos, ya que de lo contrario pueden llegar como marca a perder valor y credibilidad.

Objetivo: El objetivo de esta investigación es analizar la influencia de la marca y su representación gráfica sobre el producto en el consumo femenino de moda. El estudio aborda el valor de marca como ventaja competitiva.

Diseño/metodología/enfoque: Para ello se analiza la literatura previa y se desarrolla una investigación estadística de seguimiento. Se efectúa un cuestionario estructurado en dos fases, con un intervalo de separación de cuatro años, a una muestra de 469 y 230 mujeres, respectivamente.

Resultados: Más del 85 % de las mujeres analizadas reconoce que la marca influye en su decisión de compra, y un tercio muestra una amplia predisposición a la firma. En menor medida, dicho interés se traslada al logo como elemento visible en las prendas y accesorios. Se confirma que la logomanía es un fenómeno vigente en la actualidad y una estrategia eficiente para el mercado de la moda.

Limitaciones/implicaciones: Estos resultados son de utilidad en la implementación de estra- tegias de branding específicas en el sector de la moda.

Originalidad/contribución: Esta investigación es pionera en analizar la predisposición de la mujer a las marcas y a la presencia de los logos en las prendas y accesorios en su decisión de compra.

Özet Amacı: Bu çalışmanın amacı seyahat acentaları açısından marka değeri bileşenlerinin marka sadakati üzerindeki etkilerini ölçmektir. Bu amaç doğrultusunda da Y kuşağında yer alan yerli ziyaretçilerin fikirlerinin alınması amaçlanmaktadır. Araştırma Yöntemi: Bu çalışmada nicel araştırma yöntemlerinden faydalanılmıştır. Bu kapsamda detaylı literatür taraması yapılmış, daha önce otel ve restoran gibi turistik tesislerde uygulanan ölçeklere rastlanmıştır. Ancak söz konusu ölçeklerde bulunan bazı ifadeler 3 araştırmacı tarafından gözden geçirilerek seyahat acentalarına uygun hale getirilmiştir. Çalışmanın evrenini ise Y kuşağındaki 1980 yılları ile 1999 yılları arasında doğmuş ve en az 1 kere seyahat acentalarından hizmet almış Türkiye Cumhuriyeti vatandaşları oluşturmaktadır. Bulgular: Değişkenler arasındaki ilişkiyi anlayabilmek için yapılan korelasyon analizi sonucunda marka sadakati, markadan etkilenme, marka imajı, marka farkındalığı ve marka güvenilirliği arasında pozitif yönlü kuvvetli ilişki olduğu görülmüştür. Bununla birlikte yapılan regresyon analizi sonucunda marka imajı ve marka güvenilirliğinin marka sadakati üzerinde anlamlı bir etkiye sahip olduğu saptanmıştır. Ancak markadan etkilenme ve marka farkındalığının marka sadakati üzerinde anlamlı bir etkiye sahip olmadığı tespit edilmiştir. Sonuç ve Öneriler: Yapılan regresyon analizi ile modelin anlamlı olduğu görülmüştür. Bununla birlikte seyahat acentalarının günümüzde turistik faaliyetlere katılma olasılığı çok yüksek olan Y kuşağının marka sadakatine etki edebilecek marka değeri bileşenlerine yoğunlaşması sadık müşteriler edinmesine aracılık edecektir. Orijinalliği/Değeri: Yerli ve yabancı literatürde benzer çalışmaların gıda sektöründe, restoranlar ve lüks oteller kapsamında ele alındığı görülürken konunun seyahat acentaları açısında irdelenmemesi literatürdeki en temel boşluğu oluşturmaktadır. Bu bağlamda çalışmanın literatüre sağladığı en temel katkı konunun seyahat acentaları kapsamında iç turizm hareketlerine yön veren yerli ziyaretçilere uygulanmasıdır. Anahtar Kelimeler: Marka değeri, marka sadakati, seyahat acenteleri, Y kuşağı

Celebrity endorsement has become very popular element in the advertisement nowadays. Corporate uses this opportunity to grab the market and for expand their operation and promotion of their brand and product. More than ten percent of television advertising includes celebrity endorsements. The purpose of this research paper is to explore customer perception towards celebrity endorsement. Nine factors were manipulated in this research paper which is attractiveness, trustworthiness, physical appearance, popularity, and image/Goodwill, and reliability, negative role of celebrity, aspiration, and brand for result. For those 103 samples from Chennai, Tamil Nadu was taken. Result shows that attractiveness of a celebrity endorsing a particular product/brand strongly influence a customer perception and impact of product and brand are more positive on the customer buying decision compare to celebrity endorsement. So celebrities' professional accomplishments and expertise may serve as a logical connection with the products, and consequently make the endorsement more believable to consumers.

The purpose of this article is to organise and simplify the concept of brand response. It is a development of the authors’ semiotic approach to the concept of brand, which uses a triadic model based on the Peircean levels of analysis of the sign. The original model distinguishes three levels: identity, object and response.
This article briefly describes the first two levels and goes into more depth with regard to brand response. From the theoretical point of view, the authors’ approach inverts the survey method used to ascertain positioning, image and value of the brand. Firstly, brand response is associations occurring in the minds of the reporting agent. Associations create awareness, and not the other way round, which is the concept underlying the current theory of brand equity. From the point of view of practice, it is the authors’ belief that the main contribution made by the triadic semiotic model applied to brand response is that of the importance of ‘‘firstness’’, i.e. the most immediate response possible. It is with a concern for ease of application that this article hopes to contribute by making brand analysis and assessment more intelligible. This article should be seen as an exploration into the possibility of simplifying the analysis of brand response. Its originality lies in the effort to return to the very reason for the existence of branding. The authors are convinced that by choosing differentiation as the guiding principle of their approach they have valorised what is essential, which is sometimes lost in more complex modelling.
Keywords: branding; brand semiotics; brand response; brand associations; brand positioning; brand image; brand value; brand equity.

Bu araştırmanın amacı, tüketici temelli marka değeri bileşenlerinin kendi arasındaki etkileşimi ve bu boyutların ağızdan ağza pazarlamayla olan etkileşimini ortaya koymaktır. Bu amaçla, Düzce Üniversitesi'nde çalışan akademik ve idari personelin tamamı araştırmanın evreni olarak seçilmiştir. Araştırmada kolayda örneklem yöntemi kullanılmış ve 325 üniversite personelinden yüz yüze görüşme yöntemi ve anket tekniğiyle veriler toplanmıştır. Nicel tasarıma sahip olan bu çalışmada elde edilen veriler yapısal eşitlik modellemesi ile çözümlenmiştir. Araştırma, hazır giyim sektörü baz alınarak gerçekleştirilmiştir. Araştırmada, tüketici temelli marka değeri boyutlarından marka sadakati ve algılanan kalite boyutlarının ağızdan ağza pazarlamayı doğrudan etkilediği sonucuna ulaşılmıştır. Ayrıca çalışmada algılanan kalite, marka çağrışımları ve marka farkındalığı boyutlarının dolaylı olarak ağızdan ağza pazarlamayı etkilediği yönünde bulgular da gözlemlenmiştir.

The aim of this paper is to determine the effect of the dimensions of the customer based brand equity to the word of mouth marketing. To this aim, the population of this study has been determined all academic and administrative staff of Düzce University. In this research, convenience sampling method was used as sampling method and the data has been collected from 325 staff by using face to face survey technique. The data has been analyzed by structural equation model. The research has been carried out on the basis of the garment industry. As a result of the research it has been found that the dimensions of the customer based brand equity, brand loyalty, perceived quality, brand association and brand awareness affect the word of mouth marketing directly or indirectly.

Özet Pazarlama anlayışının Pazarlama 4.0 'a dönüştüğü günümüzde marka ve marka değeri ile ilgili yeni fikirler ortaya çıkmıştır. Marka değeri, marka adı ya da sembolüyle ilişkilendirilen ürün ya da hizmet tarafından diğer firma ya da müşteriler için yaratılan değer ve borçların tümü olarak tanımlanmıştır. Marka değerini oluşturan elemanlar iyi anlaşıldığında ve markaya uygulandığında ortaya çok güçlü bir marka çıkar (Ural, 2009:13-15). Marka değerinin belirlenmesine yönelik olarak 2000'li yıllarda Keller tarafından Tüketici Temelli Marka Değeri diğer bir ifadeyle, Markalama Piramidi modeli geliştirilmiştir. Keller (2003) tüketici yönlü markalama piramidi modelinde; marka değerini hiyerarşik bir yapı şeklinde ele almıştır. Çalışmada; bu model geliştirilerek tüketici açısından marka değerinin yanı sıra, üretici açısından da marka değeri ve elemanları da modele eklenerek çift yönlü yeni bir model geliştirilmiştir. Bu yeni model, Marka Yelpazesi olarak ifade edilmiş ve çalışmada açıklanmaya çalışılmıştır. Marka Yelpazesi modelinde; yelpazenin sol tarafı tüketici açısından marka değeri oluşum aşamaları ve yelpazenin sağ tarafı da üretici açısından marka değerini oluşturan aşamalar şeklinde ifade edilmiştir. Modelin sol tarafını; veri toplama, markanın deneyimlenmesi, markayı anlamlandırma, markanın değerlendirilmesi ve marka duygusu elemanları oluşturmuştur. Sağ tarafta ise; marka tanıtma, marka hizmeti, marka-imaj algısı, marka statüsü ve marka duygusu kavramları yer almıştır. Yelpaze dilimlerinin sağ ve sol tarafı birleştirildiğinde tek bir dilim haline gelerek Duygusal bağı (Marka bağlılığı) oluşturmuştur. Bu bilgiler doğrultusunda; marka değeri oluşum aşamaları tüketici istekleri göz önüne alınarak değerlendirilmiştir. Üreticilerin bu istekler doğrultusunda oluşturduğu stratejiler ve planlamalar çerçevesinde tüketici gözünde marka değerinin oluşması çift yönlü bir ilişkiyi detaylı bir şekilde ortaya koymuştur. Abstract Marketing 4.0 Marketing of the concept of conversion to the brand and the brand today has emerged new ideas about the value of brand. Brand value, brand name, or symbol that is associated with the product or service by customers of other firms or created for the value, and the debt is defined as all. Brand value is applied to the

An important contemporary management problem in hypercompetition conditions is building brand value. Brand value being the full and final result of marketing operations within a given period constitutes an objective way to measure the efficiency and effectiveness of adopted strategies; hence it is the brand value that should be the key indicator of managerial efficiency. Brand value is approximated by brand equity. A lot of managers nowadays struggle with the problem of poor market results of their brand (reflected in the fall of brand value) which at the same time shows good indexes of brand equity. It might reasonably suppose that assessing brand equity poses a great difficulty. Considering the specific nature of brand equity, a resource generated by a company but accumulated and stored outside a company, which in consumers' minds takes form of general impressions, associations, opinions and values, in an ideological sense, related to a particular trademark the consumer being the " carrier " of brand equity seems to be the best source of information related to it. The problem to measure brand equity hinders approximation of brand value which is the key performance indicator of an adopted marketing strategy. In the face of decreasing return of resources allocated to traditional media, managers are searching for new solutions, and that is why they engage resources in activities conducted in social media. The research problem engaged in this article is to determine whether contemporary consumers are able to assess brand equity in the overabundance of brands and products with similar features and qualities. The author argues that in the existing circumstances when differences between brands become insignificant the consumer is not capable of assessing their equity adequately. In order to verify the thesis the author has accepted the theoretical assumption, that social media creates brand value. Next examines the correlation between brand values and social media metrics with relation to the used brand equity methodology. Results point out to the existence of correlation between brand value and number of Facebook fans only in the case of valuation methodology which included experts in the brand equity assessment process. Thus, self-awareness of customers may be a key factor of the quality of their brand equity assessment. With reference to the author's thesis of this article the existing conditions of oversupply of brands, products and communications, differences between brands become insignificant, and as the result a consumer is not able to accurately assess their equity. Thus, the specific of today market environment conditions may be a satisfactory explanation why customer assessment of brand valuation fails. On the other hand, keeping in mind the fact that there is a big discrepancy between the brand capital declared by customers and their final purchasing decisions regarding a product of a particular brand, it could be helpful to better measure brand competitiveness level understood as a probability of choosing one brand of a given category over other brands of the same category. Developing and including such a factor into brand equity measurement could significantly improve brand value approximation based on customer assessment.

The difference in the way that the methods, which are used in brand valuation, are calculated leads to numerical differences in the calculation of the brand value. This makes the use of a more distinct data inevitable for those who use the information. This is because of the fact that, among the different brand value data calculated according to different methods, the one that gives the absolute value is unclear. This fact makes it more logical to follow the level of the change according to the previous year, rather than the numerical value of the brand value. However, whether the level of change in brand value gives similar or not similar results for different methods has turned into an issue that needs to be examined. In this context, the aim of study; the brand value calculated according to different methods is to determine whether the level of change is similar. From this point of view, the change in the brand values of the companies in the Brand Finance Turkey-100 food sector and traded on the Istanbul Stock Exchange was investigated. The brand value of these companies was calculated according to Hirose method and compared with the data announced by Brand Finance. The change level data obtained according to the Hirose method were found generally not similar to change level data detected to Brand Finance.

El taller ¿No es conmigo? Es con todos, hace parte de las estrategias de divulgación del proyecto de investigación “Responsabilidad Social Empresarial en el marco del posacuerdo de paz” ejecutado durante 2017 para el grupo Urbanitas de la Universidad Católica Luis Amigó. Se pretende relacionar los conceptos y acciones estratégicas de RSE con aquellas de valor de marca (concepto de mercadeo y publicidad) que puedan redundar en el apoyo a las gestiones de equidad social, territorial y reinserción. En el taller se propondrá la relación entre valor de marca y RSE y se explicará cómo pueden aplicarse acciones estratégicas a diferentes contextos (en este caso, el acuerdo de paz FARC-EP y Estado Colombiano), cómo se propone la medición de tales acciones y finalmente, los participantes podrán proponer acciones clave al respecto.

The purpose of the research is to determine the effect of the Research&Development Expenses, Marketing, Sales and Distribution Expenses and General Management Expenses on the brand value which form the operating expenditures. For this purpose, 30 companies with complete operating expenses from Brand Finance Turkey-100 list, whose brand value was announced between 2012 and 2014, have been included in the research. The obtained data have been analyzed by using the multiple linear regression model and correlation analysis in the SPSS20 package program. As a result of the research, it has been determined that Research&Development Expenses, Marketing, Sales and Distribution Expenses and General Administration Expenses which constitute the operating expenditure types have a significant effect on brand value. It has also been found that there is a positive correlation between brand value and each type of operating expense. In addition, it has been determined that the operating expenditure type
that has the greatest effect on brand value is Research & Development Expenditures.

"""ABSTRACT This paper represents an analytical review of two concepts – brand image and brand value, in the context of strategic positioning of the brand, that company uses to attain a distinctive competitive advantage in the mind of consumers and the other stakeholders. Consequently, a basic methodological procedure used in this paper is an analysis, that is, disassembling of the mentioned concepts into their integral parts, for the purpose of their studying. An explication as the methodological procedure has been used to the great extent, because this paper is based on observing of the causal and functional connections between the particular elements, not on their simple description. The paper shows that brand image and brand value shouldn’t be observed as two separated and primarily “managing” concepts. First of all, we are talking about two psychological and mutually dependent concepts, because the consumers’ brand associations are the key element in the brand value formation and management. Accurately, the brand provides value to the particular firm by generating value for the consumers, and the process of the positioning is nothing else but what you do to the mind of the consumers to accept your offer. Key words: brand, brand image, brand value, consumer, attitudes"""

Research background: Brands are considered to be the most valuable asset of a company. Some of them achieve spectacular global results. The significance of global brands is proved by the fact that their value is often greater than the sum of all company's net assets. Purpose of the article: The aim of this article is to highlight that brand value does not only create company's value, but also leverages economies. The Authors claim that even though global brands are sold worldwide and are a part of "global factories", they strongly relate to the development of economies in the countries where these brands' headquarters are located. Methods: Based on 500 Brandirectory, the Most Valuable Global Brands ranking powered by Brand Finance, an analysis of spatial autocorrelation of brand values, GDP per capita was performed and also the interdependency between them was illustrated with the use of the spatial cross-regressive model (SCM). The SCM approach allowed us to include spatial effects of brand values into the final form of the estimated equation. The empirical analysis was performed for 33 countries in 2014. Findings & Value added: Findings confirm the hypothesis that there is a highly statistically significant relationship between brand value and GDP per capita and, what's more, it is observed that spatial dependencies matter for brand values. The evidence is based on the results of spatial cross-regressive model (SCM).

A cardinal objective of marketing is to create value for customers and to capture value from customers in return; and building strong brands facilitate the achievement of this objective. Strong brands win customers’ preference through the assurance of value. The focus of this study is to examine the association between brand value and marketing wellness measured in terms of new product success, sales growth and market share. The study utilised data collected from sixty-six (66) respondents comprising of branch managers, marketing managers and inside sales officers of deposit money banks using a structured questionnaire. The P(r) was employed as the test statistic. All the statistical analyses were performed using the SPSS version 20.0. The study found positive and statistically significant correlation between brand value and all the three indices of marketing wellness considered in the study, with marketing share showing the strongest link with brand value. The study thus concludes that brand value influences marketing wellness and recommends that banks that seek marketing wellness measured in terms of market share, new product success and sales growth should build strong brands that consumers will hold in high repute and that also assure value for consumers.