Оценка стоимости бренда и классификация брендов
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.
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.
It is well known that there are many indicators that reflect the efficiency of company operation. One of them - Economic Value Added (EVA). From the formula of calculating EVA follows that result of this criterion influence by a number of factors. In order to get objective results when calculating EVA it is recommended to make revisions in the operational profit and capital employed. However the number of necessary revisions hasn’t been determined yet. In this article it is presented, as adjustment and the accounting of separate factors (account articles) can lead to essential changes of EVA.
Knowledge management is becoming the most relevant and challenging issue of company’s strategy implementation in the new economy. Intellectual capital identification and evaluation is one of the most important issues in knowledge management. Our study focuses on the evaluating intellectual capital methods that allow finding out the most efficient way of intellectual capital management, including investment decision making. We suppose that the potential effectiveness of intellectual capital resources varies depending on a company size, industry and country. Therefore, to solve problems of intellectual capital evaluation we integrate two approaches that are relevant for studying the companies’ and industries’ behavior.
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.