BRAND CAPITAL IN THE VALUE EXCHANGE NETWORK

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Published:
Dec 28, 2013
Issue
No. 10(59) (2013)
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Krzysztof Kubiak
Politechnika Poznańska, Wydział Inżynierii Zarządzania, Katedra Marketingu i Sterowania Ekonomicznego

DOI: https://doi.org/10.22630/PEFIM.2013.10.59.95
Keywords : brand, brand capital, value networks
Abstract
In the current knowledge-based economy, the network economy, there appears a new trend for enterprises - an ability to create value. Brand form one of these values that plays an important role in the process of communication between enterprises and the market. Brand can be compared to the most valuable asset that a company possesses. This paper attempts to identify factors contributing to increased brand equity, and also defines a set of values resulting from its capital. The research method was an expert interview and value networks analysis. According to the study, brand capital is a source of future benefits, both tangible and intangible, for the company and the customer.

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How to Cite
Kubiak, K. (2013). BRAND CAPITAL IN THE VALUE EXCHANGE NETWORK. The Scientific Journal European Policies, Finance and Marketing, (10(59), 432–443. https://doi.org/10.22630/PEFIM.2013.10.59.95
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