Trade company brand power as a post-integrations competitiveness factor

• Main Author: Pejanović Stanka
• Format: Article
• Language: English
• Published: University of Novi Sad - Faculty of Economics, Subotica 2014-01-01
• Series: Anali Ekonomskog fakulteta u Subotici
• Subjects: brand potential; brand value; brand equity; integration; mergers and acquisitions
• Online Access: https://scindeks-clanci.ceon.rs/data/pdf/0350-2120/2014/0350-21201432465P.pdf

A brand is an identification card offered by the company to other participants in the competitive arena to differentiate itself, a comprehensive commitment by the trade company; company face presented to consumers and to the world. The purpose of this paper is to show the brand valuation using the combined financial-behavioral model, focused on testing financial values in relation to information based on the analysis of needs and psychological brand perception of its target audiences (customers, employees, external partners). Corporate strategies and competitive environment must be contemplated when choosing brand value assessment model. The model must provide sufficient brand potential information so correct business decision can be made about brand development or migration in the post merger/acquisition integration process. The aim is to examine the evaluation models of brand strength and potential as a function of the operational competitiveness and economic efficiency of companies post integration, following RODA brand example.