Brand Assessment for Companies in Luxury Market

Tangible assets have always been considered to be the key sources of profit. However, occurrences of modern technologies along with rapid development of external environment are the reasons for shaping the market in favour of those, who mainly values such intangible asset as a brand. Therefore, there is an urgent need in examining of the assessment methodology of the following asset. As for the Russian brands, they are not accounted to be popular amongst the international appraisers. The purpose of this thesis is to examine the ways of brands` evaluation involved into luxury apparel segment. The methodology includes theoretical analysis and the empirical research. In terms of goals set, brands` evaluation is based on three approaches: Interbrand, F-GBE and FutureBrand methodologies. The following project is structured into three main parts, introduction, conclusion, references and the appendix. The first part aimed at theoretical analysis of a brand will look at its distinguishing features as well as at the approaches towards brand evaluation. As for the approaches, Interbrand, F-GBE and FutureBrand methodologies would be thoroughly described. The second part is based on a luxury market analysis. Regarding the third part, it contains an empirical application of above-mentioned methodologies. The research indicated the importance of examining the quantitative characteristics while assessing any brand involved into the luxury segment. Moreover, a peculiar approach is required to be investigated in order to obtain appropriate results. By this peculiarity, the constant analysis of external environment is meant.