Abstract
The article is devoted to the study of the cost characteristics of brand power, determining and forecasting the revenue of companies generated by brand power. Under the influence of the growing role of the brand, there is now an increase in the range of using its valuation as the most important of the company’s intangible assets, including managing the business development strategy. It is proved that brand competitiveness becomes the most important component of the company’s overall competitiveness. Using the private V-RATIO method, the cash flow generated by the brand itself is determined, and sales volumes are calculated under the influence of brand and non-brand factors for the “Shoes of Russia” and “KARI” trading companies. The cost of the studied brands is calculated and the curve of falling brand strength without supporting measures is determined.
Highlights
Most trading companies note a negative trend in reducing the volume of sales of goods and services, which is associated with a glut of the market, a significant decrease in demand
From an economic point of view, brand strength is an important element of the company's overall competitiveness, laying the basic basis for the competitiveness of MTP, personnel, and the product itself, resulting in the competitiveness of trade potential and Finance, which is evaluated by specific economic indicators [5]
The presented curves clearly reflect the decline in revenue generated by the "Shoes of Russia" and "KARI" brands, which occurs in the event of termination of promotional activities
Summary
Most trading companies note a negative trend in reducing the volume of sales of goods and services, which is associated with a glut of the market, a significant decrease in demand. It is possible to implement customer - oriented sales strategies using a reputation tool-the brand. Gregory in his research [2] States that the brand cannot be used as the name of a product or service, company or organization. Professor Jean N in [4] says that a brand is a household name for a product or company that has a stimulating effect on customer behavior. From an economic point of view, brand strength is an important element of the company's overall competitiveness, laying the basic basis for the competitiveness of MTP (material and technical potential), personnel, and the product itself, resulting in the competitiveness of trade potential and Finance, which is evaluated by specific economic indicators [5]. Brand strength can be managed by implementing a conceptual model for evaluating its cost characteristics
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