Assessment of the Impact of Economic Sanctions on Brand of Russian Banks

The topic of this master's dissertation: " Assessment of the Impact of Economic Sanctions on Brand Value of Russian Banks." The relevance of this topic is due to the fact that the application of economic sanctions to Russian banks may negatively affect the value of their brands and in the future will affect the company's value, since the brand is the most important resource of the company, which can influence its success and increase competitiveness. The purpose of the study is to analyze the impact of economic sanctions on the value of the brand of leading Russian banks. To achieve this goal, the following tasks were identified and solved: to analyze the essence, prerequisites and basic approaches to the definition of the concept of "brand"; To study the basic methods of valuation of brands; To identify the main factors of brand value; To identify the impact of economic sanctions on the value of brands; To identify trends and possible development paths; To develop recommendations for the development strategies of banks that fall under economic sanctions. As a result of the research, the negative impact of economic sanctions on the brand value in the long term was revealed. The first chapter contains a theoretical part that includes an analysis of the various approaches to the definition of the concept of "brand", the purpose of assessing its value, and examines the economic sanctions that have been applied to Russian banks. The second chapter analyzes the main approaches to valuation of the brand, the method of BrandFinance and the econometric models used. The third chapter is devoted to the econometric analysis of the impact of sanctions on the value of the brand of Russian banks for 2011-2016 through three regression models. The work consists of 66 pages (including 9 pages of appendix), it contains 5 diagrams, 7 illustrations, 14 tables. The list of reference consists of 55 sources.