Přehled o publikaci

The brand value represents a relevant part of the value of the entire company. With a successful brand value, the company can achieve higher profits and brand awareness and improve the overall reputation of the company. Increasing brand value can create a strong relationship between the brand and customers, strengthening competitive advantage over other brands. The above also applies to car brands. The recent period has been difficult for carmakers, largely affected by the coronavirus crisis, which has caused dramatic relative declines in global sales. Although estimates of sales developments in the automotive industry are slightly optimistic, to gain an overview between competing brands and thus advantage, it will be helpful to know the brand attributes and their impact on the perceived value of car brands. The main aim of the paper has been to identify relevant attributes of the value of selected brands in the category of car brands as a prospective source of competitiveness. To find out the brand preferenc