<abstract xmlns="http://www.w3.org/1999/xhtml"><p> Today most of the world's products benefit from a huge success because of a big brand. If in the past this was the case for the luxury industry where the power of branding it's reaching the consumer in the most impactful way. First by the mystery surrounding the brand, then by keeping the consumer as loyal as possible, the result being huge revenues for this brands, for, eg. LVMH, the largest group by revenue. But things are no longer the same, today the power of branding and huge revenues moved to another industry flourished, tech industry, where companies like Apple, Google, Facebook, Amazon, dominate their sectors benefiting from a strong brand name.</p></abstract>

Today most of the world's products benefit from a huge success because of a big brand. If in the past this was the case for the luxury industry where the power of branding it's reaching the consumer in the most impactful way. First by the mystery surrounding the brand, then by keeping the consumer as loyal as possible, the result being huge revenues for this brands, for, eg. LVMH, the largest group by revenue. But things are no longer the same, today the power of branding and huge revenues moved to another industry flourished, tech industry, where companies like Apple, Google, Facebook, Amazon, dominate their sectors benefiting from a strong brand name.

Measuring Brand Value: The Case of Romanian Public Traded Companies

Studies in Business and Economics

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

{"article-title":"Measuring Brand Value: The Case of Romanian Public Traded Companies"}

Today most of the world's products benefit from a huge success because of a big brand. If in the past this was the case for the luxury industry where the power...

Measuring Brand Value: The Case of Romanian Public Traded Companies

Published Online: Jan 18, 2019

Page range: 206 - 213

DOI: https://doi.org/10.2478/sbe-2018-0043

Keywords
Brand value, Corporation, Evaluation, Goodwill, Intangible Assets

© 2019 Radu-Alexandru Şerban, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Measuring Brand Value: The Case of Romanian Public Traded Companies

Published Online: Jan 18, 2019

Page range: 206 - 213

DOI: https://doi.org/10.2478/sbe-2018-0043

KeywordsBrand value, Corporation, Evaluation, Goodwill, Intangible Assets

© 2019 Radu-Alexandru Şerban, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
Brand value, Corporation, Evaluation, Goodwill, Intangible Assets