THE IMPACT OF BRAND VALUE ON MARKET PERFORMANCE INDICATORS OF HIGH-TECHNOLOGY ENTERPRISES

Brand valuation gained in importance the 1980s, when a difference between price at which some enterprises are bought and their value, according to balance sheet, was noticed. value can be considered an intangible asset of enterprise, whose impact on market performance indicators must taken into account. This paper examines relationship brand selected using correlation regression analysis. The analysis is based Interbrand data annual reports from high-technology sector. sample included top 5 high - technology sector, corporate brands list 100 most valuable brands, all years analysed eight-year period (from 2012 2019). discovered statistically significant positive that positively influences those performances enterprises. focus this study following indicators: capitalization, Tobin's Q, book ratio earnings per share. research contributes field management emphasizes investments branding process.