Return on brand indicator as one of branding efficiency evaluation tools

N. Hveckovics
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N. Hveckovics: Plekhanov Russian University of Economics, Moscow, Russia

Journal of the New Economic Association, 2020, vol. 45, issue 1, 132-150

Abstract: The brand is one of the important corporate assets. In this regard, specialists consider a number of related problems, among which could be singled out the creation of a universal approach to assessing the effectiveness of brand management. The article discusses some aspects of the contact branding concept and the integrated model for assessing the effectiveness of branding, which provides a possibility to take into consideration the multilateral nature of the brand. For practical use, a Return on Brand (ROB) indicator is proposed, which allows diagnosing the impact of brand management events on the company's net income - a financial indicator that comprehensively reflects the degree of business efficiency. Brand value is an indicator of the effectiveness of brand events that affects the value of the organization brand capital. ROB specifies how effective for the company the associated brand value change is. It is believed that the introduced indicator can act as a separate tool or as a supporting one - in various approaches to assessing the effectiveness of branding. The work provides approbation of ROB on the example of a group of high-tech enterprises.

Keywords: brand; branding; brand management; intellectual capital; evaluation; intangible assets; rentability (profitability); efficiency (search for similar items in EconPapers)
JEL-codes: M30 M31 O34 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:nea:journl:y:2020:i:45:p:132-150

DOI: 10.31737/2221-2264-2020-45-1-5

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