Taxonomic analysis model for calculation of integrated indicators of brand equity

Ganna Valentynivna Ievtushenko


Abstract


It has been proved the necessity of a comprehensive evaluation of brand equity, which is a category that expresses the social and economic relations between the economic activity persons (producers, intermediaries and consumers) on the production of goods, with the ability to create added value on the basis of positive subjective opinion of consumers. The types of brand valuation techniques capital basic principle of assessment that can be used by managers to make strategic marketing decisions and analyze the results of companies are considered. It has been proved the feasibility of the method of construction of radar to measure elements of brand equity. It has been developed and grounded the model of taxonomic analysis to calculate the integral indicator of brand equity.

Keywords


brand capital radar estimation; brand equity; integral indicator of brand equity; multifactor model; regression; taxonomic analysis; taxonomic index

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References


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Articles are distributed under Creative Commons Attribution  International 4.0 (CC-BY-NC 4.0) 


Science Works Journal "Ekonomichnyy analiz"

ISSN 1993-0259 (Print)  ISSN 2219-4649 (Online) DOI: 10.35774/econa


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