Valuation of the Brand Value in the Aviation Industry

In the current conditions of a competitive market, the company's brand plays an important role in the creation and maintenance of its financial indicators. Increasingly brands act as managed assets that bring quantitatively measurable profit to the firm and act as a source of growth of the shareholder value of companies. The main purpose of this research was to test the applicability of different methods for brand valuation to assess the value of brands of Russian airlines. In the course of the work, we calculated brands value of Aeroflot, Utair and Ural Airlines using three methods: the Hirose model, the Royalty Relief and the historical cost method. The application of the three methods allowed to determine the interval for brand value for each company. In the course of assessing the applicability of the methods to the brand valuation of airlines, it was found that no method is sufficient to determine the exact value of the brand. However, the weighted score of different methods gives the most objective and close to the market value assessment. That is why a comprehensive approach is needed in brand valuation in the air transportation industry. This approach will take into account the advantages and disadvantages of each method, as well as their specific features and scope of use.