Evaluating methods analysis of corporate brand

Student: Subbotina Elena

Educational Programme: Bachelor

Final Grade: 8

Year of Graduation: 2014

<p>Since the late 1980s, the beginning of the brand evaluation, three main approaches (income, cost and market) were identified, in which variety of methods was developed. The main problem is that they sometimes present strikingly different results. In this work attempt to figure out which method provides the closest estimate to the expert ones was undertaken on the example of Russian brands. Models from the income approach, the most commonly used approach in practice, were chosen to calculate the value of Russian corporate brands: a relief from royalty method and Hirose model and its modifications. This question is of interest for Russian companies that want to estimate the value of their brand but their brands are not included in the rankings of the most expensive brands.</p>

Full text (added May 23, 2014) (343.52 Kb)

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