Identification of Factors that Affect the Value of the Brand

Student: Shumakova Anastasiia

Supervisor: Elena Rogova

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Economics (Bachelor)

Year of Graduation: 2020

In the final qualifying work on the topic "Identification of factors that affect the value of the brand", the luxury market is considered. The paper defines the concepts of "brand", "luxury brand", as well as "brand value" and "brand capital". Also, it analyzes the luxury market and identifies trends in its development. The main approaches to assessing the value of brands are also highlighted. The value of the Saint Laurent brand is assessed by two models: GBE and F-GBE. The hypothesis, that factors such as "exclusivity" and "conceptual constancy" have a positive relationship with the value of the brand is declined. The result is an assessment of the value of the Saint Laurent brand using two models, as well as determining the degree of influence of the studied factors on it.

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