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 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.

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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.