THEORETICAL ASPECTS OF BRAND CAPITAL MANAGEMENT IN COMPANIES

Abstract

Effective management of brand capital—often conceptualized as brand equity—is increasingly recognized as a strategic imperative for firms seeking sustained competitive advantage in volatile markets. This paper systematizes the diverse theoretical perspectives on brand capital and articulates a coherent management framework that links intangible brand assets to tangible corporate performance. Synthesizing insights from resource-based theory, signaling theory, and stakeholder theory, the study delineates core dimensions of brand capital—awareness, associations, perceived quality, loyalty, and proprietary resources—and shows how each dimension can be strategically leveraged through integrated marketing communications, innovation governance, and data-driven customer experience design. Methodological attention is devoted to the selection and triangulation of valuation techniques—including financial market metrics, consumer-based surveys, and advanced econometric modeling—so that brand capital becomes a measurable and actionable corporate asset.