Abstract:

The brand and its value is currently a much-discussed topic and a naturally important aspect among companies, traders, entrepreneurs, executives and also startups. A strong brand has significant advantages in any area of ​​business. In the following article, we theoretically define the term brand, brand value and models that deal in the literature with measuring the value of a brand and determining its strength in a competitive environment. Subsequently, with the help of analysis, we will present individual models for measuring the strength of the brand. In the next step, which deals with the results of the brand value research, we will compare the most valuable brands for 2020, which were implemented by individual agencies. The article deals with the brand as an intangible asset of the company. Brand value can be measured through behavioral models focused on the customer's perception of the brand and its value. It represents the perception of the brand from the perspective of consumers. In addition to the mentioned models, the value of the brand and its strength is also determined through financial indicators. The following paper uses the method of studying professional literature, scientific articles and journals in defining a theoretical overview of the issue. Furthermore, the article deals with the classification of models for measuring the value of the brand and their analysis. Finally, we present the most valuable brands of 2020 using the method of comparison. The data were obtained from contributions from some of the companies that conducted the research.