order to financially assess the brand’s value. The main purpose of this article is to introduce a model that acts as a … investments into marketing activities. The effects of allocating resources to increase brand variables is commonly measured by … determining the value of a brand or a brand equity. Brand equity valuation models can be divided in three groups: financial …

area and food companies have, therefore, devoted more attention to it. The paper uses case a study of the brand Perutnina … Ptuj to illustrate the importance of action elements in repositioning a brand in competitive markets. The example is … illustrated by using a research model of strategic repositioning of a brand. The results of the analysis of competitors, the …