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

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: 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.

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Suggested citation: Kazancev Kirill Jur'evich
The strength of the brand and its measurement (for example, IT-companies)// Modern Management Technology. ISSN 2226-9339. – #11 (59). Art. # 5904. Date issued: 2015-11-08 . Available at: https://sovman.ru/en/article/5904/

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