• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

Identification of Factors that Affect the Value of the Brand

Student: Anastasiia Shumakova

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.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses