CONTEMPORARY GLOBAL PROSPECTIVE OF BRAND'S EQUITY PARADIGM

In terms of globalised marketplace, brand value building and managing is more and more complicated. Surprisingly, the reason of this situation is fragmentation - not only of managerial practice but also of theoretical approaches. Nowadays, fragmentation is perceived as consequence of accelerating globalisation. By adaptation to the specifics of national sociocultural profiles, managers try to build strong and valuable global brands with increasing equity consisting in unique identity while theorists elaborate partial theories of global brand equity without linking to previously created schools of Keller or Aaker. This situation causes a spiral effect where managers doesn't reach set objectives by applying contemporary theoretical approaches what invokes the need of theoretical solution to numerous partial problems of brand value building and managing patterns failure. So, the theory is fragmenting under pressure of demand of practice and subsequently, the practice applies inconsistent branding patterns. Therefore, the aim of this paper is to provide a brief overview of contemporary theoretical approaches to the brand value building and managing in terms of globalisation and to detect actual brand's equity paradigm on the basis of convergences and divergences in these approaches. We used modified methods of semantic analysis and chronological benchmark. As result, we detected that main brand's equity paradigm consists in the need of behavioural and financial brand value models unification.