WARTOŚĆ MARKI JAKO WSKAŹNIK. METODY POMIARU
BRAND VALUE AS AN INDICATOR. MEASUREMENT METHODS

Summary/Abstract: The aim of the article is to point on brand value as an marketing strategy effectiveness and efficiency indicator. The author presents the most popular methods of brand valuation and analyses their management and report functions, as well as argues that brand value is the most objective financial representation, according to the adopted research method, the essence of creating, owning and investing in the brand in order to generate revenue. Thus, the essence of brand value management is to be aware of all detals of chosen brand valuation method and brand value network as well to monitor and identify elements with the strongest brand value impact.

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