Publication detail

A comparison of the concepts of MC and Brand equity in assessing companies' approach to brand development and an evaluation of their combined use for brand development of Start-up companies

ANDRÝSKOVÁ, J. ZICH, R.

Original Title

A comparison of the concepts of MC and Brand equity in assessing companies' approach to brand development and an evaluation of their combined use for brand development of Start-up companies

Type

journal article - other

Language

English

Original Abstract

The following article discusses the newly proposed concept of magical chain and its application to the strategic development of small brands. The concept is compared with Keller's brand equity model CBBE. Subsequently, the magical chain concept is validated on selected chocolate brands. The results suggest a possible application of the magical chain concept for the brand strategy development of both large international brands and small start-up brands.

Keywords

Brand equity, CBBE model, magical chain, start-up

Authors

ANDRÝSKOVÁ, J.; ZICH, R.

Released

7. 1. 2025

ISBN

2464-6733

Periodical

AD ALTA: Journal of Interdisciplinary Research

Year of study

14

Number

02

State

Czech Republic

Pages from

21

Pages to

30

Pages count

10

URL

https://www.magnanimitas.cz/ADALTA/1402/papers/A_andryskova.pdf

BibTex

@article{BUT189191,
  author="Jana {Andrýsková} and Robert {Zich}",
  title="A comparison of the concepts of MC and Brand equity in assessing companies' approach to brand development and an evaluation of their combined use for brand development of Start-up companies",
  journal="AD ALTA: Journal of Interdisciplinary Research",
  year="2025",
  volume="14",
  number="02",
  pages="21--30",
  doi="10.33543/1402",
  issn="2464-6733",
  url="https://www.magnanimitas.cz/ADALTA/1402/papers/A_andryskova.pdf"
}