The strength of the brand and its measurement (for example, IT-companies)
Kazancev Kirill Jur'evich
Russia, Institute of Economics and Industrial Engineering Siberian Branch of the Russian Academy of Sciences
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.
brand strength, brand model, cognitive model, a directed graph, the pulse process, evolutionary model.
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