The state of art and development perspectives of brand valuation in Estonia

Since the year 1988, which was declared to be "the year of brands" by "The Economist", brand building and brand valuation have reached the leading position both in world's marketing- and financial practice and science. Nevertheless, it is widely observable, that in countries with different development stage, the relative importance of brand valuation and evaluation is different. This paper focuses on analyzing the development perspectives and trends of brand valuation in Estonia. The following aspects will be handled more precisely: the main characteristics and relative quality of the most important brand valuation models, the state of the art of brand building and brand valuation in Estonia compared with the situation in Germany, and concrete projection of the further development trends in Estonia based on those two aspects. Based on the results of this analysis, conclusions about the development of brand valuation also in other fast adjusting Eastern-European countries can be made.