期刊名称：Asian Journal of Business and Management Sciences
电子版ISSN：2047-2528
出版年度：2013
卷号：3
期号：05
页码：42-55
出版社：Society for Business Research Promotion
摘要：Brands are an important form of relationship, because they identify and differentiate certain products/services from your competitors. In an increasingly internationalized market, comes the importance of the role of brands and countries of its influence in the choice of consumers for tourism, investment or consumption of services / products in these countries. Among the mechanisms for assessing and managing brands for products, is the identification and valuation of its financial value. This tool proves to be important regarding find a final value for money brand, and how to interpret what the key value drivers of the brand. This idea could be extrapolated to brand - countries, since there is the process of choice among consumers toward particular country or another. Thus, it is justified to value of a country brand to understand its final monetary value as well as its antecedents and components. By understanding the composition of the value of a country brand, can be proposed improvement actions and hence increase the value of this brand and satisfy customers (tourists, foreign investors, immigrants, consumers of imported). This paper develops a model of country brand valuation based on a mixed methodology, which involves a replication corporate brands valuation on the governmental level. Moreover, this methodology is based on the perceptions of the international market, from consumer experience with a given country, and generating financial value of brand - country in an unprecedented approach in the literature. The results of this paper bring contributions to improving the construction and evaluation of country brand, country brand customer satisfaction, management and control investment by governments. Full Text
