АНАЛИЗА ВРЕДНОВАЊА БРЕНДА СА ОСВРТОМ НА БАНКАРСКИ СЕКТОР
BRAND VALUATION ANALYSIS WITH REFERENCE TO BANKING SECTOR

Summary/Abstract: In modern marketing management, brands are treated as an instrument and indicator of the success of business in the market. Tradicional marketing nad management emphasized the legal and proprietary of a brand, as opposed to modern marketing – management that focuses on its positional and value treatment. In marketing theory and practice, both different brand definitions and different classifications of brand valuation methodologies are present.The subject of analysis in the paper will cover the concept of brand value, classification of methodologies, analysis of methodologies of global agencies, Brand Finance and MillwardBrownOptomor with reference to the empirical part of the analysis of the mentioned agencies in the banking sector. That is, the paper will present current values of banking brands according to the estimates of the above mentioned agencies.

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