Economic evaluation of premium branding strategies

The purpose of this thesis is to find out the main constituents of premium branding strategies and evaluate the dependency between implementing of marketing strategies and brand income. The theoretical part is represented by literature review. Its main objective is to acquire knowledge about the brand creation process. It deals with creating the brand analysis framework to be used in the analytical part. The analytical part consists of two separate single-case studies and one cross-case study in order to achieve the most accurate results. The idea behind analytical part is to break down the constituents of two premium brands in order to acknowledge similarities between their branding strategies. As well the dependency between marketing activities and income will be tested