DEFINITION OF BRAND LIFE CYCLE OF ENTERPRISE BASED ON CORRELATION AND REGRESSION ANALYSIS
Journal Title: Проблеми і перспективи розвитку підприємництва - Year 2014, Vol 1, Issue 6
Abstract
General economic cycles are formed by the conditions that influence the life cycles of enterprises, products and brands. Therefore, within the development of a new method to estimate the value of brands of industrial (machine building) enterprises it is reasonable to take into account the life cycle of brands in the assessment of their value. The objective of this work is to determine the stage of the brand life cycle of machine building enterprises based on correlation and regression analysis. The article defines brand life cycle of machine building enterprises by building a linear regression equation and determines the correlation dependence of two economic variables, namely market share and net income (revenue) from realization of products (goods, works, services). To assess the quality (accuracy) of regression equation, correlation coefficient was used; to assess the statistical significance of the regression equation, tabular Fisher’s F-test was applied. Accordingly, having examined the trendline and change line of indexes’ dependence during the years, the stage of the brand life cycle can be determined and assigned to the appropriate score that is the scoring of the brand life cycle was developed. On the basis of determining the stage of the brand life cycle and “time effect on the brand” classification attribute scoring of the brand was proposed in order to assess the prospects for the brand. It provided justification score evaluations. Application of the method for determining the stage of the brand life cycle and the time effect on the brand enables to consider these factors in evaluating the brand value of the enterprise, they are important elements that allow to predict the value of the brand in the future.
Authors and Affiliations
Daria Prykhodko
Keywords
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