The strength of the brand and its measurement (for example, IT-companies)

• Main Author: Kazancev Kirill Jur'evich
• Format: Article
• Language: Russian
• Published: Международный центр научно-исследовательских проектов 2015-11-01
• Series: Sovremennye Tehnologii Upravleniâ
• Subjects: brand strength; brand model; cognitive model; a directed graph; the pulse process; evolutionary model.
• Online Access: http://sovman.ru/en/article/5904/
• ISSN: 2226-9339

This paper proposes a new approach to measuring brand strength. It is the use of cognitive models presented a directed graph with pulsed process, as one of the possible ways of studying the behavior of complex systems, described by a set of interacting variables. The approach tested in the calculation of force multiplier brand IT-companies and the analysis of its evolution.