文章基本信息

标题：World`s Most Valuable Brand Resonation With Categories of Different Customer Needs
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作者：Kaspars VIKSNE ; Santa BORMANE ; Haidong FENG 等
期刊名称：CSIE Working Papers Series
电子版ISSN：2537-6187
出版年度：2017
期号：6
页码：35-42
出版社：Academy of Economic Studies of Moldova
摘要：One of the key performance indicators of brand success is its value. Brand value is an outcome of brand`s performance in market, and is largely depended from brand`s ability to satisfy certain customer needs. For the greatest success in the world`s market brand should resonate its ability to satisfy some of customer`s most universal needs. In this paper authors strives to find out which of the needs world`s most successful brands are resonating with. Therefore paper goal is to is to determine what customer needs world`s most valuable brands are primarily satisfying. First part of paper authors briefly evaluate Maslow theory of needs. In second part of paper authors identify main challenges of brand valuation, and briefly describe today`s most valuable brands. In third part of paper authors analyzes if resonating certain human need in brand makes it to be more valuable. In last part of paper authors summarizes the main findings and gives recommendations for better marketing practices to other brands whose owners have high market ambitions. In order to attain the paper`s goal, authors will use following research methods: Comparative analysis for comparing brands in different brand rankings; Content analysis for determining what need satisfaction brand advertisements resonate; Data analysis for quantify the results gathered from content analysis;.
关键词：Brand rankings; Customer needs; Maslow hierarchy of needs