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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Ekaterina Zhukova
Formation of Brand Value
Economics
(Bachelor’s programme)
2017
In the current state of the economy, one of the most important tasks of the majority of Russian large companies is the maximization of intangible capital and the increase in the value of intangible assets. Brands, being an instrument of maximizing the competitive advantages of the company. The brand becomes a valuable competitive advantage of the company.

Purpose: the identification of factors that affect the value of the brand in the automotive market.

Tasks:

1. Definition of the "brand" and brand value.

2. An analysis of methods of valuation of the brand

3. Description of the world automotive industry.

4. Identify features of the valuation of the brand.

5. Basic linear model of the dependence of the value of the brand of the car on some explanatory variables.

6. Construction of a logarithmic regression model.

As a result of the study, the following conclusions can be drawn. The brand value is the amount that you can get by selling this brand. That is, this is the additional cost that a firm that uses the brand can get. Branded products help not only to significantly increase the average cost of a unit of goods, but also to receive additional revenue as a result of selling an additional quantity of goods.

The result of the conducted research of the automotive brands market was the constructed regression model of the brand's dependence on various explanatory variables, among which were the country-location of the brand, sales volume, sales growth, number of models for the car brand, and the brand's lifetime. The author found out that the variable of the number of models submitted by the brand and country-location of the brand do not have a significant influence on the formation of the value of the automobile brand. Exceptions were only Sweden and Spain.

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