Главная страница » Публикации » 2015 » #11 (59) » The strength of the brand and its measurement (for example, IT-companies)

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


Авторы

Казанцев Кирилл Юрьевич
научный сотрудник
Россия, Институт экономики и организации промышленного производства Сибирского отделения Российской академии наук
k0rtez@inbox.ru

Аннотация

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. 

Ключевые слова

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

Рекомендуемая ссылка

Казанцев Кирилл Юрьевич. 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: 08.11.2015. Режим доступа: https://sovman.ru/en/article/5904/

Authors

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

Abstract

Keywords

Suggested citation

Kazancev Kirill Jur'evich. // Modern Management Technology. ISSN 2226-9339. — #11 (59). Art. #  5904. Date issued: 08.11.2015. Available at: https://sovman.ru/en/article/5904/


Читайте также






Библиографический список

  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.

Leave a Reply

Your email address will not be published. Required fields are marked *

Shopping Cart
Scroll to Top