Brand Value on the Ukrainian Dairy Market: Innovative Assessment Methodology and Development of Marketing Strategies

Brand Value on the Ukrainian Dairy Market: Innovative Assessment Methodology and Development of Marketing Strategies

The article explores the conceptual foundations of building an effective brand. The BAV model is considered as a modern practical approach to brand valuation, its four key components are described. The methodology of the Interbrand company and its elements are studied. A model of dependence of brand...

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Bibliographic Details
Main Authors: Sak Tetiana, Lialiuk Alla, Mylko Inna, Savchuk Yaroslava
Format: Article
Language:English
Published: Sciendo 2024-12-01
Series:ECONOMICS
Subjects:
brand
brand value
valuation methodology
matrix «loyalty/recognition»
marketing strategies
м39
Online Access:https://doi.org/10.2478/eoik-2024-0043
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