A brand represents the awareness and the image that a product has managed with a segment of customers. In business … terms, a brand can be defined as a specific relationship created within a given market for the promotion of a particular … product. The specific existing relationship between a brand and a given market indicates the functional and symbolic values …

, numerous attempts to assess the value of a brand from a marketing perspective have been made recently. Martin G. Walser … generates a standardized scheme for describing and evaluating existing approaches to measure the strength of a brand. On this … basis, the author contributes to the as yet limited scientific research into the formation of brand strength by breaking …

Markenrelevanz als Voraussetzung für ökonomischen Markenwert -- Begriffliche Grundlagen und Forschungsstand … ökonomischen Markenwert nicht in allen Produktmärkten gleich erfolgreich ist. Der Grund hierfür ist, dass der Einfluss der Marke …

what makes this valuation important. The purpose of this thesis is the critical comparison between two well-known brand … valuation methods in order to choose the one that reflects the monetary value of a brand best possible. For this purpose, the … methods are first analysed in relation to their compliance with the requirements for brand valuation methods. Secondly, the …