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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  THE NEED TO EVALUATE ECOSYSTEM BENEFITS

  To preserve our environment means to preserve the soil, the water, and the natural resources, i.e. life on our planet. And indeed, unspoilt nature is not only a prerequisite, but also valuable capital for doing business successfully, i.e. developing eco-tourism, organic farming, sustainable forestry, etc. On the one hand, managerial decisions ... To preserve our environment means to preserve the soil, the water, and the natural resources, i.e. life on our planet. And indeed, unspoilt nature is not only a prerequisite, but also valuable capital for doing business successfully, i.e. developing eco-tourism, organic farming, sustainable forestry, etc. On the one hand, managerial decisions which employ environmentally friendly production methods in our country make it possible to manage eco-systems (and bio-diversity in general). On the other hand, eco-systems provide a wide range of useful services and thus improve the quality of our life and create favourable conditions for the long-term well-being of people. The value of eco-systems will increasingly continue to grow in the future, mainly due to the loss of eco-systems. Therefore, the need to evaluate the services provided by eco-systems is becoming more obvious. Conscientious management of natural capital and services provided by eco-systems lead to increased social and economic sustainability not only at a regional and national level, but on a European and global scale as well.

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  THE DEVELOPMENT AND STATE OF CONTEMPORARY AGRICULTURAL MARKETS

  The aim of this research is to outline some key trends in the development and state of contemporary global and Bulgarian agricultural markets. The research comprises the occurring changes in agricultural markets. The analysis of on-going transformations includes the state and dynamics of their global dimensions, and the influence of social, ... The aim of this research is to outline some key trends in the development and state of contemporary global and Bulgarian agricultural markets. The research comprises the occurring changes in agricultural markets. The analysis of on-going transformations includes the state and dynamics of their global dimensions, and the influence of social, technological and other factors. We have analysed the GMO, organic and online markets of agricultural products in relation to their prospects for development on a global scale and at a regional level – in Bulgaria. We have ascertained tha,t as a whole, the trends of expanding agricultural markets – conventional, organic, genetically modified foods and online - are the result of social transformations and technological development. We have observed a significant delay in Bulgarian agricultural markets compared to the trends and development of world agricultural markets. We have ascertained a strong discrepancy – bearing in mind the development of agricultural business in Bulgaria throughout the last decade and a significantly slower development of national agricultural markets, infrastructure and market relations. Particular difficulties exist related to the realization of agricultural produce created in Bulgaria.