The forecasting power of the brand: contribution to the increase in the value of the company’s intangible assets

Abstract

The article is devoted to the study of the cost characteristics of brand power, determining and forecasting the revenue of companies generated by brand power. Under the influence of the growing role of the brand, there is now an increase in the range of using its valuation as the most important of the company’s intangible assets, including managing the business development strategy. It is proved that brand competitiveness becomes the most important component of the company’s overall competitiveness. Using the private V-RATIO method, the cash flow generated by the brand itself is determined, and sales volumes are calculated under the influence of brand and non-brand factors for the “Shoes of Russia” and “KARI” trading companies. The cost of the studied brands is calculated and the curve of falling brand strength without supporting measures is determined.