Identification of Factors that Affect the Value on the Brand

Annotation The topic of the paper is " Identification of Factors that Affect the Value of the Brand". In the current economic conditions, when new products appear in the markets of goods and services, and their life cycle is significantly reduced, competition is gaining momentum. That is why brands crowd out products, and their positioning becomes one of the main activities of marketers. The cost of tangible assets is significantly lower than the market value of the companies themselves, and brands and intangible assets of enterprises are increasingly becoming objects of scientific research. At the same time, such an intangible asset as a brand has a significant impact on the activities of almost any company, since it is continuously connected with trust in the company's products and customer loyalty. The aim of the work is to identify the factors affecting the brand value. In accordance with the goal, the following tasks were solved: - to reveal the essence and approaches to the definition of the concept of “brand value”; - consider methods for assessing the value of the brand; - to analyze the current state of the cosmetic market in Russia; - to calculate the value of the brand “L'Oreal” and identify the factors affecting it. The paper assesses the value of the L'Oreal brand within the framework of the income approach to valuation and also reflects the factors that influence it.