Brand Valuation in the Pads Market in Russia

Master's thesis on "Brand Valuation in the Pads Market in Russia" consists of three chapters and ten appendices, contains 19 figures, 21 tables, 34 formulas. The work content is 107 pages, 68 sources were used to make the investigation. Brand valuation is a hot issue of brand management, since the scope of application is very wide, but there is a multiplicity problem of brand valuation methods giving different quantitative results. The aim of this paper is to obtain a quantitative assessment of brand value in the pads market in Russia with the most appropriate method. Object of the study is the Russian market of pads, subject - methods of brand valuation in the pads market in Russia. Scientific novelty of the work is confined in systematization of knowledge on brand valuation and choosing the most appropriate method on a particular regional market. The practical significance is to obtain valuation of brands that can be useful for the management of manufacturing companies. Price premium method has been recognized as the most suitable to assess the brand value in the pads market in Russia. It was implemented by constructing hedonic regression, relative price premiums have been received for 32 brands. The hypothesis that could be relationship between price premium and the level of the company business diversification has not been confirmed. Calculation of the total brand value was shown for three brands and it was estimated at 26.92 billion rubles for Samsung, 35.5 billion rubles for iPad (Apple) and 19.87 billion rubles for Lenovo.