Analysis of development of the most valuable brands in the world and the most valuable brands in China

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F75081431%3A_____%2F15%3A00000491" target="_blank" >RIV/75081431:_____/15:00000491 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Analysis of development of the most valuable brands in the world and the most valuable brands in China

Original language description

Brands are one of the most important assets of any entity, regardless of its area. In theory and in the practice there are lots of methods of evaluation of brands that are trying to determine the most valuable brands in the world. In this article, the authors focus on the methodology BRANDZ developed by Millward Brown, a WPP. This methodology is based on the empirical research of more than three million consumers who evaluated more than 100 thousand different brands on fifty markets. The article analyzes not only global brands, but also the development of the most valuable brands in the rapidly developing Chinese market.

Czech name

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Czech description

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Type

J_x - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)

CEP classification

AE - Management, administration and clerical work

OECD FORD branch

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Project

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Continuities

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Publication year

2015

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Littera Scripta

ISSN

1805-9112

e-ISSN

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Volume of the periodical

roč. 8

Issue of the periodical within the volume

1

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

11

Pages from-to

49-59

UT code for WoS article

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EID of the result in the Scopus database

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