Dorian-Laurentiu, FLOREA; Claudiu-Catalin, MUNTEANU - In: Revista Economica Supplement (2012) 3, pp. 157-163
This paper provides a conceptual framework that emphasis the increasing importance of brand equity as intangible asset. In many branches, the wealth of the biggest companies lies on brand equity, so it`s no longer enough to analyse its capacity to get profite; brand risk needs to be determined...