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  • Development of Complex Method of Assessment of Brand Value, on Example of the Computer and Peripheral Market in Russia

Development of Complex Method of Assessment of Brand Value, on Example of the Computer and Peripheral Market in Russia

Student: Moshkovich Margarita

Supervisor: Galina Polinskaya

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2017

At present, the situation on the market has led to the fact that non-price methods of competition become more important. In general, since 1980, marketers have been under great pressure in connection with two areas: to be responsible for the results of marketing activity and to translate this data into the language of financiers. Considering a brand as an asset that generates income, it is necessary to evaluate it in terms of the profit and forced costs. It should be emphasized that at the moment there is no universal model for calculating brand value. All similar techniques are divided into several groups: analysis of the material component of the brand and assessment of behavioral characteristics. At the same time, the brand should be considered from both sides, therefore it is necessary to use the integrated method. In addition, several experts pointed to the influence of market factors on the value of the brand. The purpose of this study is to develop an integrated model of brand value analysis in the Russian B2C market. It should be noted that the developed method will include both the brand equity factors and the assessment by the company, and the characteristics of the industry. It should be noted that the developed methodology will be tested in the computer equipment market, and the result of this analysis will be the rating of brands.

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