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Article

Экономический эффект бренда - проблемы оценки

The present paper contains an analysis of existing methods of evaluation of a brand economic effect (which is understood as the value generated by the brand for the brand owner). These methods are based on the calculation of brand value on the basis of comparison of cash flows generated by brand with cash flows generated by no-brand product. It is demonstrated that on the brand product market brand efficiency should be measured on the basis of comparison of branded products with an imaginary average brand. It is demonstrated that de facto there are brands that generate no additional income and simply allow their owners to operate on brand-dominated markets. It means that the brand value cannot be used as a measure of brand efficiency for these brands. Contrarily to the traditional brand value, the proposed index of brand efficiency may have positive and negative value. The novelty of the research consists in delimitation of notions of brand value and brand efficiency; introduction of the concept of an average brand; description of the model of calculation of its parameters and methods of calculation of all components of brand efficiency listed above. We also propose to introduce the concept of net modified brand value which can be used to measure the integral brand efficiency from the point of view of brand owner