Model finančne ocene premoženja blagovnih znamk z uporabo vedenjskih dejavnikov = Assessing the Financial Value of a Brand Equity by Applying Behavioural Models

Marketers are under a thorough examination of the higher management to empirically prove the benefits of various investments into marketing activities. The effects of allocating resources to increase brand variables is commonly measured by determining the value of a brand or a brand equity. Brand equity valuation models can be divided in three groups: financial, behavioral and combined. Each group serves different purposes. Behavioral models are the most appropriate for studying customer’s behavior. These models try to analyse qualitatively different determinants of the brand equity construct. Brand managers who usually prefer these type of models need an effective and fast tool that allows them to use these behavioral determinants in order to financially assess the brand’s value. The main purpose of this article is to introduce a model that acts as a framework to quantify most of the behavior models. It can be applied to most available behavioral models with no original model modifications needed. Towards the end of the article future research in the field of brand evaluation is suggested.