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)

Business Administration, Marketing Management

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

Казанцев Кирилл Юрьевич
научный сотрудник
Россия, Институт экономики и организации промышленного производства Сибирского отделения Российской академии наук
k0rtez@inbox.ru
Kazancev Kirill Jur'evich
Researcher
Russia, Institute of Economics and Industrial Engineering Siberian Branch of the Russian Academy of Sciences

Abstract

Keywords

Suggested citation

Казанцев Кирилл Юрьевич, 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/

Print Friendly, PDF & Email
Оправить мне на email статью

Читайте также

ESG factors – risks and opportunities
The structure and dynamics of outsourcing in the regions Eastern Siberia and the Far Eastern Federal District (in the period 2016–2021)
Dialectical aspects of the study of the computer games market in the context of digitalization
Three keys to sustainable business development
Fundamental approaches to the preparation of a risk-based internal audit work plan

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.