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An introduction is presented in which author discusses articles on topics including focuses on six papers in various areas of finance, economics and management as there are five empirical papers and one in-depth bibliometric literature review.

The development of modern business depends to a large extent on the ability of companies to compete. More and more companies engage resource in creating a unique product capable of satisfying and the most demanding users. The protection of these products of unlawful use is carried out through intellectual property sites which are defined as intangible assets. Objects of scientific interest in this study are trademarks as an intangible asset that, through the use of marketing tools, turn into powerful brands for billions of dollars. The purpose of this article is to present the change in the value of world brands under the influence of COVID-19. By using empirical methods (study, comparison and analysis of expert assessments), the paper clarifies the role of intangible assets for the competitiveness of companies and the importance of trademarks and brands as a competitive advantage. The results of the study show predictions about the most valuable global brands for 2021. In conclusion, the role of trademark and brands for society as a whole and in particular for consumers is summarized. [ABSTRACT FROM AUTHOR]

The development of modern business depends to a large extent on consumers and their choice. This is a reason for the companies to compete in creating powerful trademarks through which to attract more consumers and gain a greater market share. Objects of scientific interest in this study are the formed image of the trademarks and the degree of consumer loyalty to them that affects the value of the brands. The purpose of the present study is to explore the leading European brands and to analyze the conditions for developing their competitiveness. In this regard, by applying empirical methods of research (study, comparison and analysis of expert assessments), the paper clarifies the essence of the trademarks and brands and considers the formation of their value based on the image built. The results of the methods used reveal the most valuable for European trademarks, as well as the prerequisites for forming consumer loyalty to them. In conclusion, recommendations are made to increase the competitiveness of brands, which can contribute to increasing consumer loyalty. [ABSTRACT FROM AUTHOR]