ACTUAL PROBLEMS OF THE ESTIMATION OF COMPETITIVENESS OF THE BRAND

• Main Authors: Sevostyanova O. G., Popova N. A.
• Format: Article
• Language: Russian
• Published: Novosibirsk State University Press 2016-03-01
• Series: Mir Èkonomiki i Upravleniâ
• Subjects: экономическая природа бренда; оценка стоимости бренда; прогнозирование доходов; генерируемых брендов в будущих периодах; методики Interbrand и V-RATIO; the economic nature of a brand; brand estimation of cost; forecasting of the incomes; generated brands in the future periods; techniques Interbrand and V-RATIO
• Online Access: https://nsu.ru/ef/vestnik_ngu_ef/2016_1_10
• ISSN: 2542-0429; 2542-0429

The increase in a share of brand sales in the market predetermines the big spectrum of application of estimated cost of a brand as major of company actives. In article advantages and lacks of private techniques of estimation of cost of brand Interbrand and V-RATIO are analyzed. It is shown, that definition of cost characteristics of a brand is a valuable source of the information at strategic management of the company, hence, the major making competitiveness of trade enterprise.