222 KB46 KB201020252012Gomezelj Omerzel, DorisKozjan, Mitjaštevilka:1letnik:3str. 47-59ISSN:1855-931XCOBISSID_HOST:4281303URN:URN:NBN:SI:doc-BCWM3VESenEdukatorAdvances in business related scientific research journalblagovne znamkebradsknowledgevaluevrednostznanjeThe impact of company knowledge on brand value|Companies have acknowledged the fact that in the light of more and more competition the success of their operations and competitiveness is to a large extent dependent on the knowledge in the companY; this is whY the surveY deals with the influence of knowledge in the companY on the brand value. The surveY focuses on the influence of implicit and explicit knowledge; both forms of knowledge are used and integrated into the processes and activities for producing high-value brands which furthers their competitiveness. A successful trademark brings good reputation for the companY but the companY needs certain kinds of knowledge for achieving this goal. The main aim of the surveY is to establish how certain kinds of knowledge in the companY influence the brand value; this value is verY important for maintaining competitiveness of brand. The result of the surveY should be the understanding how the implicit and explicit knowledge in medium-sized and large companies influences the brand value. For the purposes of the surveY research goals have been developed. These are the analYsis of the role of knowledge in the companY, the influence of implicit and explicit knowledge on the brand value as well as making suggestions for companies as how to further the brand value with the use of knowledge. The surveY is based on the positivistic paradigm and is limited to the quantitative research of the influence implicit and explicit knowledge has on the brand valueTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaGEA College