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Actual Problems of the Estimation of Competitiveness of the Brand

Sevostyanova O. G. () and Popova N. A.

World of economics and management / Vestnik NSU. Series: Social and Economics Sciences, 2016, vol. 16, issue 1, 116-125

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.

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 (search for similar items in EconPapers)
JEL-codes: C72 C73 E62 (search for similar items in EconPapers)
Date: 2016
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