The strength of the brand and its measurement (for example, IT-companies)

ПОДЕЛИТЬСЯ С ДРУЗЬЯМИ
Authors


Researcher
Russia, Institute of Economics and Industrial Engineering Siberian Branch of the Russian Academy of Sciences
k0rtez@inbox.ru

Abstract

This paper proposes a new approach to measuring brand strength. It is the use of cognitive models presented a directed graph with pulsed process, as one of the possible ways of studying the behavior of complex systems, described by a set of interacting variables. The approach tested in the calculation of force multiplier brand IT-companies and the analysis of its evolution. 

Keywords

brand strength, brand model, cognitive model, a directed graph, the pulse process, evolutionary model. 

Categories of article:

Рекомендуемая ссылка

Kazancev Kirill Jur'evich
The strength of the brand and its measurement (for example, IT-companies)// Современные технологии управления. ISSN 2226-9339. – #11 (59). Номер статьи: 5904. Дата публикации: . Режим доступа: http://sovman.ru/en/article/5904/

Full article text is available only in Russian.
Please select from the menu Russian language and continue reading.


References

  1. Nikulina K.G. Methods for assessing the value of the brand. Modern science. Actual problems of theory and practice [Metody ocenki stoimosti brenda. Sovremennaja nauka. Aktual’nye problemy teorii i praktiki]. Series. Economics and Law, №4, 2012.
  2. Kazancev K.Ju. An analysis of current approaches to evaluating the economic efficiency of the brand. Innovative potential of the Russian economy, state and prospects [Analiz sovremennyh podhodov k ocenke jekonomicheskoj jeffektivnosti brenda. Innovacionnyj potencial jekonomiki Rossii, sostojanie i perspektivy]. Sa. scientific. tr . IEIE SB RAS.  Novosibirsk, 2013. pp. 257-266.
  3. Axelrod R. The Structure of Decision: Cognitive Maps of Political Elites, Princeton University Press, 1976.
  4. Roberts F.S. Discrete mathematical models with applications to social, biological and environmental targets [Diskretnye matematicheskie modeli s prilozhenijami k social’nym, biologicheskim i jekologicheskim zadacham]. Trans. from English. M. Nauka, 1986.
  5. Interbrand. Best global brands 2013. http://www.interbrand.com/ru/best-global-brands/2013/Best-Global-Brands-2013.aspx.
  6. Brandirectory. Global 500 2014. http://brandirectory.com/league_tables/table/global-500-2014.
  7. MillwardBrown. Top 100 Most Valuable Global Brands 2014. http://www.millwardbrown.com/brandz/2014/Top100/Docs/2014_BrandZ_Top100_Chart.pdf.