-
Penka Goranova
ANALYSIS OF METHODS FOR BRAND EQUITY VALUATION
Abstract:
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.
-
Lubomir Lubenov
COMMUNICATION POLICIES OF BEEKEEPING FARMS IN BULGARIA WITHIN THE CONTEXT OF THE COMMON AGRICULTURAL POLICY OF THE EU
Abstract:
The substantial export potential of Bulgarian beekeeping requires that any national programme on beekeeping include promotion measures about third countries and EU member-states. Those measures should primarily refer to high-quality bee products that are organic, with protected geographical indication (PGI), with protected designation of origin (PDO), etc. The share of promotional budgets for Bulgarian beekeeping in the national beekeeping programmes must be increased since promotional EU budgets have been rising steadily. The Common Agricultural Policy (CAP) of the EU has established the infrastructure and the environment, in which beekeeping farms should employ communication instruments more comprehensively and conduct more extensive communication policies. Although the CAP finances and subsidises the advertising of Bulgarian bee products at higher meso, macro and mega levels, it requires horizontal integration. PR and direct marketing have been identified as some of the most appropriate communication instruments for Bulgarian beekeeping farms. PR integrates into a single cause all marketing communications, while direct marketing may be employed as a strategic instrument for accomplishing long-term goals and improving the management of customer relations.
-
Dragan Georgiev
THE ROLE OF INSURANCE CULTURE IN THE DEVELOPMENT OF THE INSURANCE BUSINESS
Abstract:
This article discusses insurance culture as a factor in the develop¬ment of the insurance business. The author assumes that the image of insurers is directly dependent on insurance culture.
Special attention is paid to management and its role in raising the level of in-surance culture. On the basis of practical experience, insurance culture is related to the specific aspects of an insurance service.
It is assumed that in order for the level of insurance culture to be raised, a certain role is played by advertising.
The author also gives proof not only of the necessity of raising the insurance culture of the employees of an insurance company, but also of the potential users of insurance products.
