University of Prešov in Prešov; Konštantínova 16;
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The article treats with the importance of a brand building and branding and shows an overall and present view on the world biggest brands and the brand top risers. Also describes the methodology of branding evaluation process and the analyses necessary for the brand value estimation. Work puts the branding process in the contrast of employment attractiveness as well as in case of consumers loyalty and brand reputation. It also points on a connection to the consumers decision making process.
Key words Branding, marketing, corporate