Formation of the company’s brand capital on the basis of different value assessment approaches

Abstract

The article deals with the formation of brand capital, the analysis of individual methods of valuation used in the practice of Young & Rubicam, Interbrand, Millward Brown. The model of BrandAsset Valuator brand evaluation is considered, the main parameters of the brand value are determined. The rating of top 10 most expensive brands in the world according to Millward Brown for 2017 is analyzed.

Keywords

• brand
• brand capital
• management
• methods
• efficiency