Article aims to show an application of regression analysis for qualitative evaluation of companies’ brand competitiveness from a customer point of view. Presented methodology could be applied if only a certain level of competition is observed in the market. We assume that (i) brand competitiveness is embodied into commodities’, that companies are selling, prices and (ii) companies that have more competitive brand are able to sell their commodity at a higher price after controlling for other explicit factors potentially affecting price. For this purpose, we adapt classical linear regression model and provide an example with car companies’ brands in the Italian market.

DOI: https://doi.org/10.3846/bm.2016.40