Brand Value Assessment and Management

Student: Melentyeva Anastasia

Educational Programme: Economics (Bachelor)

Year of Graduation: 2018

As the result of mergers and acquisitions and inflow of foreign banking capital, Russian banks are forced to use a new forms and methods of increasing its customer base. Among them, the creation and development of brand of a commercial bank deserve special attention. Article is devoted to key issues in determining the gist of banking brand. The article analyzes the traditional methods of brand valuation, based on which proposed the author's view on the most effective methods for valuation of banking brand and the analysis of Sberbank was made.

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