A COMPREHENSIVE LITERATURE REVIEW OF INTERNATIONAL BRAND VALUATION METHODS

Article deals with the brand value as an important and popular concept in business practice in globalizing world. Brand value is a complex, multidimensional and internationally known term. There are numerous approaches to brand value evaluation. Companies and consultant groups use several types of brand evaluation models and methods. Each one is based on different dimensions, factors and determinants influencing the value of the brand. The aim of research is to provide a review of brand evaluation methods with emphasis on specific factors affected the brand value. This research is mainly based on secondary findings through a review of the literature. The paper contains overview of papers dealing with the brand value issues with emphasis on country of origin. Based on this approach, it was found that Slovak Republic belongs among the leaders in the number of published articles. Based on relevant literature sources, three dimensions of brand value (asset perspective, customer perspective and comprehensive perspective) are defined in the paper. Article contains the overview of many factors affecting brand value such as customer loyalty, corporate social responsibility initiatives, innovation, research and development expenditure, advertising expenditure, strategies, sales, environmental orientation etc.