Scientific journal
Научное обозрение. Экономические науки
ISSN 2500-3410
ПИ №ФС77-57503

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THE WAYS OF BRAND EQUITY VALUATION

Dudnikova N.Y. 1 Kuzmina E.V. 1
1 Volgograd State Technical University
The analysis of the ways of brand equity valuation was made, the practical importance of the valuation for the further strategic management plans elaboration was noted. Also the problem of choosing the most suitable way of valuation between the great quantity of ways was indicated. The constituents of brand equity were mentioned, and also the impossibility of brand valuation in accordance with the change of profits was underlined. The main ways of brand equity valuation at market level, customer level and firm level were described in the article. Aaker’s and Young & Rubicam’s, a marketing communications agency, criteria of brand equity valuation were viewed. As a result of the analysis of existing ways the authors picked out the key, in their opinion, characteristics of a product, which can indicate the strong brand presence.