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    STUDIA OECONOMICA - Issue no. 1 / 2004  
         
  Article:   BEHAVIORALLY-ORIENTED METHODS FOR BRAND VALUATION.

Authors:  OVIDIU IOAN MOISESCU. 		 
       
         
  Abstract:  The methodologies developed to date for establishing brand equity or brand value can be classified into four groups: finance-oriented, behaviorally-oriented, market-oriented and composite methods, as they take into consideration three major categories of value generating factors: financial, behavioral and market dimensions. The behaviorally-oriented models endeavor to explain what goes on in customers’ or potential customers’ “hearts and minds” and what determines the value of brands from their point of view. This paper approaches, in an impartial and synthetic way, some of the main behaviorally-oriented methods for brand valuation – Aaker’s, Kapferer’s, Keller’s, McKinsey ‘s, Young & Rubicam’s, Emnid’s Brand Barometer, Horizont’s psychometric brand positioning model and the brand stage model of McEnally, revealing the specific features of each.  
         
     
         
         
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