ACTUAL PROBLEMS OF THE ESTIMATION OF COMPETITIVENESS OF THE BRAND

Abstract

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.

Keywords

• 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