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@article{28244, author = {Slabá, Marie and Qi, Hudečková}, article_location = {České Budějovice}, article_number = {1}, keywords = {brand; brand value; Brandz}, language = {eng}, issn = {1805-9112}, journal = {Littera Scripta}, title = {Analysis of development of the most valuable brands in the world and the most valuable brands in China}, volume = {roč. 8}, year = {2015} }
TY - JOUR ID - 28244 AU - Slabá, Marie - Qi, Hudečková PY - 2015 TI - Analysis of development of the most valuable brands in the world and the most valuable brands in China JF - Littera Scripta VL - roč. 8 IS - 1 SP - 49-59 EP - 49-59 PB - Vysoká škola technická a ekonomická v Českých Budějovicích SN - 18059112 KW - brand KW - brand value KW - Brandz N2 - Brands are one of the most important assets of any entity, regardless of its area. In theory and in the practice there are lots of methods of evaluation of brands that are trying to determine the most valuable brands in the world. In this article, the authors focus on the methodology BRANDZ developed by Millward Brown, a WPP. This methodology is based on the empirical research of more than three million consumers who evaluated more than 100 thousand different brands on fifty markets. The article analyzes not only global brands, but also the development of the most valuable brands in the rapidly developing Chinese market. ER -
SLABÁ, Marie a Hudečková QI. Analysis of development of the most valuable brands in the world and the most valuable brands in China. \textit{Littera Scripta}. České Budějovice: Vysoká škola technická a ekonomická v Českých Budějovicích, 2015, roč. 8, č.~1, s.~49-59. ISSN~1805-9112.
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