METHODS OF ASSESSMENT FOR BRAND CAPITAL
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METHODS OF ASSESSMENT FOR BRAND CAPITAL
Annotation
PII
S0207-36760000392-0-1
Publication type
Article
Status
Published
Edition
Pages
217-234
Abstract
The article analyses issues connected with the assessment of brand capital. The classification of assessment mechanisms of brand capital is given; reasons for brand assessment are defined. The main methods of assessment of a company's brand component are analyzed and the principles are listed which ensure the effectiveness of assessment.
Keywords
brand, assessment, method, effectiveness, brand capital, market, mechanism, tools, value, assets
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