The ways of increasing the jewelry brands competitiveness

Alina Serdiuk, BSc

Master's thesis

Abstract:

Thus, the Aim of the study includes the evaluation of the jewelry brand effectiveness in a competitive environment by using the econometric modeling methods and setting up a model (a toolkit) which could be available, feasible and reliable in an international scale. To achieve the Aim there are the following tasks that define the logic and structure of the work: – to conceptualize theoretical bases of the brand’s market value as well as the market value of brands on an international scale; – to assess the nature of econometric modeling techniques in evaluation of the jewelry brands effectiveness; – to provide suggestions and recommendations using econometric modeling and forecasting of the US jewelry market condition. The essence of the main problems of the thesis is reflected in the title of the study: it is important to understand how we can evaluate and predict the ways of increasing the jewelry brands competitiveness in an international market environment. Basis and baseline for writing work. Theoretical and practical aspects of the ways of increasing the jewelry brands competitiveness, the notions of brand equity and brand value at different times were discussed and evaluated with versatile sense of clarity in the works of foreign researchers and scientists, such as D. Aaker, P. Barwise, R. Brennan, P. Baines, K.S. Cravens, N.R. Draper, H. Smith, N. Hennig-Thurau, D. Jobber, M. McDonald, P. Mouncey, N. Munn, A. Seetharaman, F. Völckner, H. Sattler J. Wilcox, S. Whitwell, and others.

Keywords

Jewelry industry, brand competitiveness, Tiffany&Co, brand value, brand equity, branding, brand marketing, segmentation, luxury goods, econometric modelling and forecasting

Language used: English

Date on which the thesis was submitted / produced: 18. 12. 2019

Thesis defence

• Supervisor: Ing. Ladislav Pilař, MBA Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics and Management / Economics and Management