CLASSIFICATION OF METHODICAL APPROACHES TO THE BRAND EVALUATION
Journal Title: Причорноморські економічні студії - Year 2018, Vol 34, Issue
Abstract
It is defined, that primary necessity of brand measuring or its evaluation have arisen due to its special substantive role, as the most important intellectual asset, an economic instrument of the strategic management of the company, which influence on the economic outcome, market activity's efficiency of the commodity production subject. The article presents the classification of evaluating brand according to the precondition of its origin. Having analyzed of the all existing approaches and methods in the brand valuation, it was concluded that it is necessary at enterprises for the purpose of the brand creation, promotion and management as well as for management of the product and assortment portfolio, to use marketing metrics and metrics.
Authors and Affiliations
О. М. Zborovska, R. V. Zborovskyi
Keywords
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