Business Management

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  ANALYSIS OF METHODS FOR BRAND EQUITY VALUATION

  The impact of brands has become more powerful than ever in the contemporary world and brand managers are aware that brand growth and expansion are essential for the increase of sales and the development of companies in general. Leading companies like Xerox and Coca-Cola report that brand is as important to their performance as factories, ... The impact of brands has become more powerful than ever in the contemporary world and brand managers are aware that brand growth and expansion are essential for the increase of sales and the development of companies in general. Leading companies like Xerox and Coca-Cola report that brand is as important to their performance as factories, innovations and capital are, since powerful brands attract wealthy customers and investors. The concept of brand equity has been widely employed lately. It refers to the financial worth which adds to the physical properties of tangible assets and of products in particular. Brand equity is in essence the measurement of the value added. The objective of this paper is to present contemporary methods for valuating brand equity and to provide a comparative analysis of their employment. In-depth knowledge about global practices in brand equity valuation is of fundamental importance to designing a successful and efficient branding strategy.

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  APPLICATION OF BEHAVIORAL FINANCE IN MODELING BULGARIAN EQUITY RISK PREMIUM

  The paper seeks a plausible explanation of the magnitude of equity risk premium, by modeling leading behavioral concepts in the conditions of Bulgarian capital market. Firstly, the fair equity risk premium is derived by basic neoclassical consumption-based model. Subsequently, the conducted comparison between fair and empirical risk premium ... The paper seeks a plausible explanation of the magnitude of equity risk premium, by modeling leading behavioral concepts in the conditions of Bulgarian capital market. Firstly, the fair equity risk premium is derived by basic neoclassical consumption-based model. Subsequently, the conducted comparison between fair and empirical risk premium indicates that the demanded compensation by investors for owning Bulgarian stocks cannot be rationally explained, i.e. there is an equity risk premium puzzle on BSE. On this basis, we have applied a behavioral model based on two well-known characteristics of human behavior in conditions of risk and uncertainty – loss aversion and narrow framing. Set at reasonable levels of risk and loss aversion, the model has managed to generate risk-free rate and market returns close to empirical levels.

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  CHARACTERISTICS AND APPLICATION OF NON-TARIFF INSTRUMENTS FOR CONDUCTING CUSTOMS POLICY

  In order to realize the customs policy of every country, two groups of instruments are used: purely customs instruments - the duty rates for individual products; legally mandated methods for calculating customs values; the application (and lack of application) of the principle of the origin of dutiable goods, and non-tariff instruments that are ... In order to realize the customs policy of every country, two groups of instruments are used: purely customs instruments - the duty rates for individual products; legally mandated methods for calculating customs values; the application (and lack of application) of the principle of the origin of dutiable goods, and non-tariff instruments that are subject to review by this development. The aim of the study is to define the characteristics and consider the application of non-customs instruments which in turn can also be resolved into two groups - one for restricting imports, and the other for stimulating exports. These instruments are also used to achieve other objectives which can be economic, fiscal, social and political. Practice in recent years shows that these are used more often to achieve political goals. Furthermore, this happens at the expense of the first three sets of objectives. The reasons are different. The main one among them is the international commitments made by governments and related to their membership in various trade and customs organizations and agreements such as the WTO (World Trade Organisation), WCO (World Customs Organization), and others.