BRAND EVALUATION – A BASIC FEATURE IN MODERN BRAND MANAGEMENT

De ned as the sum of features that make a subject unique, the brand has turned intoone of the most important characteristics of the way products, services and institutions conduct their public relations or are presented to thecontemporary consumer. Taking into considerationthat branding is an extremely exible process andcan be applied to a very wide range of subjects, the brand management has become one of the mostimportant instruments of modern marketing and is used in every selling/buying transaction. The purpose of this article is to make a comprehensive analysis of the evaluation methods of brands, to present the situations that usually need a brandevaluation as well as to see whether Romania hasmade any progress from this point of view.