Стоимость бренда как ценность
Student, National Research University Higher School of Economics (Nizhniy Novgorod), The article shows the reasons necessitating the evaluation of brand value, discusses the major models of such evaluation used abroad, and describes the instrument that expands the complex assessment of the brand value.
Stepping into a manager's role is for students who study enterprise management, marketing, logistics, human resource management, etc. and is likely to be most useful for users at level B1 and above. Nine units are organised around the relevant topics: leadership, teamwork, frelance, customer care, marketing, branding, advertising and international business. Each unit consists of authentic reading material, vocabulary section, skills development exercises for individual and group work.
It is an integrated skills course which helps to develop language and professional skills through role plays, presentations, case studies. The activities are also aimed at buidling critical thinking skills and student autonomy.
The article presents a study aimed at investigating the degree of compliance of individual characteristics of a brand and individual characteristics of the owner of a brand on the example of the of beauty salon market.
The monograph presents the studies which have been conducted by the authors over several years in the domain of the psychology of consumer behavior. The studies analyze the factors of consumer loyaltyand brand loyalty as well as the specifics of Russian consumers’ perception of Russian and foreign brands. The book provides the Russian version of a questionnaire designed for studying the strategies of consumer behavior, emphasizes the main strategies of Russian consumer behavior, and describes specific features of Russian consumer behavior in comparison with foreign consumers. The special aspects of brand perceptionin people with various strategies of consumer behavior are also described in the monograph. This monograph is designed for graduate and undergraduate studentsas well as scholars in economic psychology, psychology of consumer behavior, and psychology of marketing communications.
The present paper contains a corrected version of economic value added method of brand evaluation. It is demonstrated that brand value is positive even if price increase is negative. A classification of brands based on criteria of economic value added and sales increase is proposed. A description of brand management strategies for each situation is given.