Actual problems of the estimation of competitiveness of the brand
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.
About the Authors
O. G. Sevostyanova
Siberian University of Consumers' cooperative society, Novosibirsk
Russian Federation
Russian Federation
N. A. Popova
Сибирский университет потребительской кооперации, Новосибирск
Russian Federation
Russian Federation
Siberian University of Consumers' cooperative society, Novosibirsk
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Review
For citations:
Sevostyanova O.G., Popova N.A. Actual problems of the estimation of competitiveness of the brand. World of Economics and Management. 2016;16(1):116–125. (In Russ.)
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