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Otsenka i upravlenie stoimost'iu brenda na primere PAO "Sberbank"

Proceeding
All-Russian scientific and practical conference with international participation «Law, Economics and Management»
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Published in:
All-Russian scientific and practical conference with international participation «Law, Economics and Management»
Authors:
Aleksandra V. Neustroeva 1 , Ruslana R. Karaman 1 , Valerii V. Smirnov 1
Work direction:
Экономика предпринимательства
Pages:
170-175
Received: 26 December 2020

Rating:
Article accesses:
1620
Published in:
РИНЦ
1 FSFEI HE "Financial University under the Government of the Russian Federation"
For citation:
Neustroeva A. V., Karaman R. R., & Smirnov V. V. (2021). Otsenka i upravlenie stoimost'iu brenda na primere PAO "Sberbank". Law, Economics and Management, 170-175. Чебоксары: PH "Sreda".

Abstract

В статье рассмотрено понятие бренда, основные подходы к оценке стоимости бренда, предпринята попытка оценить стоимость бренда компании, построена линейная регрессионная модель стоимости бренда, выявлены основные драйверы бренда.

References

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  3. 3. Simon and Sullivan 1993 «The Measurement of Determinants of Brand Equity: A Financial Approach».
  4. 4. Reilly and Schweihs 1999 «Valuing Intangible Assets»
  5. 5. Murphy, Susannah Hart «Brands: The New Wealth Creators» 1998.
  6. 6. Mills, Roger, 2005. «Brand Valuation» Henley Manager Update 16(3).
  7. 7. Kevin Lane Keller (1998), «Brand Equity», in the Handbook of Technology Management, ed. Richard Dorf. CRC Press Inc.
  8. 8. Keller, Kevin Lane, 1993. «Conceptualizing, Measuring, and Managing Customer-Based Brand Equity» Journal of Marketing.
  9. 9. Kamakura, W.A. and Russell, G.J., 1993 «Measuring brand value with scanner data» International Journal of Research in Marketing 10.
  10. 10. Barth, M.E., Clement, M.B., Foster, G., and Kasznik, R., 1998. «Brand Values and Capital Market Valuation» Review of Accounting Studies.
  11. 11. Forbes; The World’s Most Valuable Brands List.
  12. 12. Global RepTrak® 100 Most Reputable Companies Worldwide 2019.
  13. 13. YChart: The Modern Financial Data Research Platform.

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