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.
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
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.
Articles of the collection are devoted to the analysis of trends and directions of research in the field of innovation and entrepreneurship. The issues of the current state of development of entrepreneurship, innovation, human resource management, marketing, regional development, public administration, under conditions of digitalization and pandemic COVID-19 are investigated. The collection is of interest to economists and sociologists, teachers, students and postgraduate students.