Abstract:

Brand building is getting more and more important year over year in many areas of business. The value of the best brands is growing and the practices or prejudices that have been present in this area for decades have also changed. The aim of this paper is to identify the most interesting findings regarding the current ranking of the world’s most valuable brands and compare them over time, thus point out the most interesting changes in brand positions and to foresee possible trends in brand building. The examined set of the most valuable brands of the world was created using the BVM methodology and the relevant findings and results were presented in a qualitative way. The results may help brands to decide on the brand building steps and point out the direction for future research in this field.