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Actual Problems of the Estimation of Competitiveness of the Brand

Author

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  • Sevostyanova O. G.
  • Popova N. A.

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.

Suggested Citation

  • Sevostyanova O. G. & Popova N. A., 2016. "Actual Problems of the Estimation of Competitiveness of the Brand," World of economics and management / Vestnik NSU. Series: Social and Economics Sciences, Socionet, vol. 16(1), pages 116-125.
    • Handle: RePEc:nos:wjflnh:2016_1_10e
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    Keywords

    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;
    All these keywords.

    JEL classification:

    • C72 - Mathematical and Quantitative Methods - - Game Theory and Bargaining Theory - - - Noncooperative Games
    • C73 - Mathematical and Quantitative Methods - - Game Theory and Bargaining Theory - - - Stochastic and Dynamic Games; Evolutionary Games
    • E62 - Macroeconomics and Monetary Economics - - Macroeconomic Policy, Macroeconomic Aspects of Public Finance, and General Outlook - - - Fiscal Policy; Modern Monetary Theory

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