Rankingi marek narodowych na przykładzie raportu brand finance
National brands ranking based on brand finance report

Summary/Abstract: The hereby paper discusses problems referring to national brands ranking based on the example of reports prepared by the British consulting company – Brand Finance. The introduction presents an exemplary definition of a national brand. Next part of the paper refers to the selected reasons and methodology outline underlying national brand ranking construction by Brand Finance, with particular emphasis on the significance of a national brand with reference to acquiring developmental factors. Attention has also been paid to human factor as being crucial in brand establishment. Both presentation and interpretation of national brand rankings, based on Brand Finance report, constitute the core part of the study and provide the division to the most valuable and the strongest brands, considering segments which co-create their strengths.

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