Analysis of the impact of selected determinants on brand value

Janošková, Katarina; Klieštiková, Jana

doi:10.14254/2071-8330.2018/11-1/11

Cited by 13 publications

(14 citation statements)

References 15 publications

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“…Green marketing is a potential source of competitive advantage [18]. For companies can be source of a long-term sustainable competitive advantage also for example brand [19]. The brand itself is one of the most important components of corporate intangible wealth [20].…”

Section: Resultsmentioning

confidence: 99%

Sustainability as part of corporate identity in conditions of globalization

Paurova

Chlebíková

2020

SHS Web Conf.

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Sustainable development is characterised as condition in which the elements of the global ecosystem are balanced. All organizations and individuals who form the global community should try to achieve this state. Sustainable development has become one of the most important global challenges in the 21st century. It is a long-term process that affects the environment, the economy and society at local or global level. It is essential to observe sustainability principles for companies in globalizing markets. Corporate identity is a process of identification of company. The elements of corporate identity are interconnected, and their creation should have a clear concept and strategy. The main goal is to create an original identity that distinguishes the business from the competition. If a business wants to be competitive, it must respect and apply the principles of the global environment, for example sustainable development. The purpose of article is to point out the background of sustainable development and corporate identity and the importance of these two areas for businesses in the context of globalization. Research is based on secondary findings from Sustainable Society Foundation and we used comparative analysis. We found out that some indicators in terms of sustainability needs to be improved.

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Section: Resultsmentioning

confidence: 99%

Sustainability as part of corporate identity in conditions of globalization

Paurova

Chlebíková

2020

SHS Web Conf.

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“…For more details on this approach, see, e.g., Smith and Richey (2013). Brand valuation has also been developed on the basis of determining the score, when the brand is assigned a certain participation in the creation of the value of the enterprise (Janoskova, & Kliestikova, 2018). The royalty relief method occupies a special position among the brand valuation methods.…”

Section: Literature Reviewmentioning

confidence: 99%

Brand valuation: an innovative approach based on the risk difference

Skalický

Meluzín

Zinecker

2021

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Research background: Among academicians, a growing interest in brand valuation methods can be observed since the 1980s, when it became obvious that firms have off-balance sheet assets which have a significant effect on their value. Moreover, in a number of cases, the need to value the brand arises due to the reporting requirements or transactional and other intrafirm reasons. The existing methods used so far have commonly focused on changes in variables such as sale prices, changes in customer behaviour, or sales volumes and very often lead to different results, even when valuing the same brand. We believe that the risk factor has been neglected in these methods, although having a significant impact on the brand valuation. Purpose of the article: The aim of this paper is to formulate an alternative brand valuation approach based on the risk difference. This is defined as the difference between the risk to which a producer with a certain brand is exposed and the risk of the producer without a brand. Methods: Firstly, a set of assumptions was defined concerning the issue what conditions are required to be applied to use the proposed methodological approach. Next, the concept itself is formulated and tested while using the case study approach. Hence, in conditions of a model company, the method was verified with specific data. The results were also compared with the reproduction cost approach. Findings & value added: This paper presents a novel brand valuation method based on the risk difference. Building on a thought experiment, we compare an incumbent with a brand rather than with an average producer, which is a commonly used approach, with a new entrant to the market. We argue that in comparison to existing methods, our methodological approach reduces the number of unobservable inputs in the brand valuation process, and thus increases the accuracy and reliability of its results. Our method supports both researchers and practitioners to establish a better understanding between the well-established financial theories and new directions in brand valuation research.

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“…The development of the digital era accompanied by the changing habits and behaviours of Internet users has considerably limited the significance and effectiveness of the use of some of the abovementioned tools, which have been gradually replaced by more innovative ways to reach Generation Y. This generation, as studies show, not only prefers a more digital interaction with brands but also considers opinions and direct contact through social media more credible and valuable than the interaction based on traditional marketing solutions (Kelleher & Sweetser, 2012, p. 109;Janoskova & Kliestikova, 2018).…”

Section: Social Media and Higher Education Institutionsmentioning

confidence: 99%

Social Media in the Marketing of Higher Education Institutions in Poland: Preliminary Empirical Studies

Mazurek¹,

Korzyński²,

Górska³

2019

EBER

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To investigate how higher education institutions (HEIs) in Poland take advantage of social media marketing activities. In particular, the work considers managerial and promotional implications of social media usage along with the barriers to implementing such activities in HEIs in Poland. Research Design & Methods: The empirical research was carried out in the period of April-June 2017 on a sample of 90 HEIs in Poland, using an online questionnaire and individual invitations sent out to marketing departments of these institutions. 50 completely filled-out surveys were used to compile the results. Findings: Social media are considered to be 'youth' media expressed in the target audience and content of the message. SM are not used for promoting research and academia. Researchers and Administration are perceived as stakeholders not understanding the potential of SM for building school's image and reputation. Universities in Poland operate with little support from external entities. Implications & Recommendations: The article provides information how to grasp the dynamics of the development of the utilisation of social media by Polish HEIs. Juxtaposition of the findings with the results obtained from research conducted on students and academic staff members along with the comparison of the results with the research executed on different markets would shed a new light on the social media usage in HEIs. Contribution & Value Added: It is the first study where social media marketing activities and strategies are analysed in the HEI sector in Poland. Social media are a significant communication channel for HEIs, determining the changes in the way the HEIs interact with their stakeholders. Article type: research article

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Analysis of the impact of selected determinants on brand value

Cited by 13 publications

References 15 publications

Sustainability as part of corporate identity in conditions of globalization

Sustainability as part of corporate identity in conditions of globalization

Brand valuation: an innovative approach based on the risk difference

Social Media in the Marketing of Higher Education Institutions in Poland: Preliminary Empirical Studies

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