Evaluation of the Brand Influence on Consumer Behavior

The brand is a controversial and burning issue to discuss. Despite the popularity of brands now, there is a lack of attention to brand models and methods to evaluate brand companies. The paper includes five models from different authors with a special attitude to brand measurement. In the literature review part the advantages and disadvantages of every brand model will be discussed. The main goal of the paper is to study the attitude of consumers to branded products. To achieve the purpose of the study, in the methodology part I will establish factors that influence brand companies the most. Four factors (brand awareness, perceived quality, advertising image and loyalty to the brand) were researched. These factors were chosen as they belong to the most popular model of branding - Aaker’s brand equity model. The study showed that the most important components are brand reputation, consumer image and the perceived quality of the brand. This work will be valuable for existing Russian brand companies, for freshers in the branding sphere and also for those, who only plan to have a brand business. I believe that the paper will reveal the topic of branding in Russia and attract attention to the importance of business evaluation by using brand models. Keywords: brand, branding, brand models, brand evaluation