Brand evaluation approaches. Brand in the marketof medical servises

Abstract

The methodologies developed to date for establishing brand equity or brand value can be classified into four groups: business finance-oriented models, psychographic or behaviorally oriented models, complex financial/behavioral models, input/output and portfolio models. A reputable (famous) brand in particular can reduce risks when promoting new products. Therefore, brands can help companies make higher profits. Thus, a reputable brand represents a sustainable value for a company.