Вплив вартості бренду на ринкову вартість організації
Вантажиться...
Дата
2013
Автори
Томаля, Т.С.
Tomalya, T.S.
Назва журналу
Номер ISSN
Назва тому
Видавець
Хмельницький національний університет
Анотація
Досліджено особливості взаємозв’язків бренду та іміджу організації, вплив вартості бренду на формування
конкурентоспроможності, ефективний розвиток та зростання ринкової вартості організації. Розглянуто різні характеристики,
які використовують при оцінці брендів, зокрема: Brand Expansion, Brand Extension, Brand Value, Brand Power, Brand
Relevance. За даними двох консалтингових компаній проведено аналіз ринкових позицій найсильніших брендів світу
The features of intercommunications of brand and image of organization are investigational, influence of cost of brand on forming of competitiveness, effective development and increase of market value of organization. It is marked that the presence of high-quality product, on that there is demand and that is able to bring in a return and presence of informative influence, that consists of set of the valued descriptions of product of emotional character, that is fastened in consciousness of consumer due to the image of brand, must be preceded creation of brand and increase of his value. Different descriptions that use for the estimation of brands are considered, in particular: Brand Expansion, Brand Extension, Brand Value, Brand Power, Brand Relevance. From data of two consulting companies the analysis of market positions of the strongest brands of the world is conducted both taking into account capitalization of assets and without an account
The features of intercommunications of brand and image of organization are investigational, influence of cost of brand on forming of competitiveness, effective development and increase of market value of organization. It is marked that the presence of high-quality product, on that there is demand and that is able to bring in a return and presence of informative influence, that consists of set of the valued descriptions of product of emotional character, that is fastened in consciousness of consumer due to the image of brand, must be preceded creation of brand and increase of his value. Different descriptions that use for the estimation of brands are considered, in particular: Brand Expansion, Brand Extension, Brand Value, Brand Power, Brand Relevance. From data of two consulting companies the analysis of market positions of the strongest brands of the world is conducted both taking into account capitalization of assets and without an account
Опис
Ключові слова
бренд, вартість, цінність, оцінка, торгова марка, імідж, brand, cost, value, estimation, trade mark, image
Бібліографічний опис
Томаля, Т.С. Вплив вартості бренду на ринкову вартість організації [Текст] / Т. С. Томаля // Вісник Хмельницького національного університету. Економічні науки. – 2013. – № 6. т. 2. – С. 147-150