ASSESSMENT TRADEMARK, BRAND IN A GLOBALIZED ECONOMY
Journal Title: Сталий розвиток економіки - Year 2016, Vol 32, Issue 3
Abstract
Purpose holding systematizing current models and valuation methodologies trademark brands; summarize the experience of leading corporations in the market and the capability of its use Ukrainian companies, enterprises; identify ways and methods to increase the competitiveness of domestic brands. Methodology of research. During the research, the following methods: monographic the study of the role of trademarks, brands in the formation of long-term assets and means of profit on a regular basis; system-structural approach during the systematization of current models and valuation methodologies trademark brands; statistical the study of the experience of the leading corporations in the market; synthesis and abstraction the formulation of conclusions and identifying promising research. Findings. The systematization of modern valuations model brands. The systematization of experience of market-leading corporations. Evaluated the possibilities of its use Ukrainian companies, producers. The ways and methods to improve the competitiveness of domestic brands, brands. Originality is to improve the interpretation of the essence of the brand. It is proposed to use a strategy based on brand approaches to quit and promote Ukrainian brands on the world market and increasing global competitiveness of Ukrainian companies, enterprises. Practical value. The obtained results of the study can be used to enhance the competitiveness of Ukrainian trademark brands.
Authors and Affiliations
Valentyna Yuskovych-Zhukovska, Tetiana Kohanevych
Keywords
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