A Qualitative Model for Brand Evaluation with a Pilot-Implementation in the Case of Ursus
A Qualitative Model for Brand Evaluation with a Pilot-Implementation in the Case of Ursus

Summary/Abstract: During the last decades successful organizations have concluded that one of their most valuable assets, if not the most valuable, is represented by their corporate brand and/or brand portfolio. However, branding, as a concept, process, and strategy, is one strewn with many obstacles and misunderstandings. If branding is considered and treated as a simple „dressing” of an organization, only depicted by a name, logo or an advertising campaign, then its results should certainly be expected to be superficial. One of the basics of a brand is the presence in its composition of both tangibles and intangibles. Theses last ones, the most difficult to quantify, are those that make the assessment of brand value a very difficult and subjective process. The challenge and purpose of this paper is to develop, conceptualize and pilot-implement an operational general qualitative model for brand evaluation

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