Brand valuation models

Abstract

The aim of the article is reveal brand value creation models from different point of views: consumers, companies (brand owners) and shareholders point of view. Literature analysis suggests brand value has become an important metric for brand health for consumers and corporate performance metric for many companies and investors. Therefore value creation models becomes the main metric to forecast increasing consumer power, accelerated social media, marketing promotions companies, increasing brand performance in sales, and also brand’s health compared to that of competitors and over time. This article focuses on comparing different brand valuation model and presenting the case of brand valuation of Lithuanian company “Vilkyškių pieninė” The article was prepared by using comparative analysis of scientific literature, case study, experts’ interview and the author insights on this topic.