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Oksana Kononenko
Pág. 76 - 82
The subject matter of research in the article is the development of the concept of "brand", as well as modern approaches to the process of brand formation of the organization. Recent decades the concept of "brand" has become widespread. It is applied to ...
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Milica Jovanovic,Bojan Krstic,Sandra Milanovic
Pág. 317 - 328
Brand valuation gained in importance in the 1980s, when a difference between the price at which some enterprises are bought and their value, according to the balance sheet, was noticed. Brand value can be considered an intangible asset of an enterprise, ...
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Andreia Andrei,Monica Talaba
The brand leadership as a best practice used by IBM, Sony, P&G, GAP, Nestlé, Smirnoff, Beiersdorf (Nivea) and others was highlighted 10 years ago by professors D.A. Aaker and E. Joachimsthaler who published in 2000 the famous book Brand Leadership. In th...
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