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Many authors (e.g. Aaker [1], Keller [2]) have highlighted the importance of the brand among the company’s exploited assets. A number of papers dealing with the company brand and its valuation as a company’s important intangible asset highlight the growing importance of this asset within the company’s exploited set of assets. The focus is particularly on the brand ability to influence the consumer behavior and thereby achieve economic advantages compared to competitors in the form of higher profit margins, a highe...