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The management of manufacturing companies faces a number of decisions, and one of the most important is the selection of distribution channels. A large number of these companies do not sell their products directly to end consumers. For this reason, there are marketing intermediaries between manufacturers and end consumers whose primary function is to connect manufacturers and consumers. Their task is to provide the goods from manufacturers to consumers with the satisfaction of logistics characteristics: at the right time, at the right place and in a form that is convenient to use, and certainly with minimal costs. Distribution is one of four marketing mix instruments without which the optimal combination of the instruments would not be obtained. Thus, the decision on selecting distribution channels is as important as the decisions regarding products, prices and promotion. Based on the set criteria and the evaluation of certain distribution channels by the criteria, the management of the company will be able to make the best decision. The evaluation of distribution channels based on the set criteria was performed by marketing experts and experts in certain markets using an integrated multi-criteria model. The FUCOM method was applied to determine the significance of the criteria, and then the distribution channels were evaluated by applying the new MARCOS method. Thereafter, a sensitivity analysis was performed using other MCDM methods to verify the results previously obtained.

Branding of companies and products are comparative advantages that can provide growth and development of the company. Estimating the brand in companies is necessary for the purpose of analyzing and determining whether planned investments in the brand will provide the company with adequate wages. In order to achieve this goal, marketing managers need to get to know the value of the brand and the methodology of valuation. By analyzing domestic business practice, it was established that marketing managers do not have enough knowledge about the problem of brand values and methodology of valuation. The aim of the research is to analyze and understand the methodology of valuating the brand based on the combined methods of valuing, in discounting cash flows and royalties. This would indicate the need for more active access to the branding and investment strategy in order to satisfy the interests of companies and consumers.

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