ПСИХОГРАФСКИ МОДЕЛИ ЗА ОЦЕНКА НА БРАНДА
PSYCHOGRAPHIC MODELS FOR BRAND VALUATION

Author(s): Steliana Vasileva
Subject(s): Economy
Published by: Бургаски свободен университет
Keywords: Brand; branding; Psychographic (behaviorally oriented) models; brand valuation; brand value
Summary/Abstract: The Psychographic (or behaviorally oriented) models for brand valuation focus on consumer decisions and investigate „brand value“ as an essentially qualitative construct – one that can be determined by using the techniques of scoring. The Psychographic models seek to explain what happens in the „hearts and minds“ of current customers or potential consumers and what determines the value of brands from their perspective. The purpose of this paper is to examine and analyze the composite Psychographic models, used for brand valuation, as part of the management strategy of the modern business organization.

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