Enterprise brand estimation methods classification

Abstract

The scientific approaches to the enterprise brand value assessment are generalized in the article. Existing classification of the enterprise brand estimation methods is improved at the expense of entering the new classification group - hybrid methods of an estimation which comprise lines of several approaches simultaneously (or which are difficult for referring univalently to any one group). It allows to select those from estimation methods that contain certain line which is unusual for traditional groups of methods: account, profitable and market. Also in work the amount of methods on each group is generalized and optimized at the expense of identical methods join (methods with identical calculation principles of cost of a brand). By results of the considered techniques review the impossibility of their use in dynamics is specified (i.e. there is a necessity of calculation the cost of a brand each time at first at the certain parameter change). Therefore it is offered in the work the idea about the generalizing technique creation for all enterprises of Ukraine which would allow to specify both flowing, and perspective brand cost (what can arise at change of certain parameter).