E3S Web Conf.
Volume 288, 2021International Symposium “Sustainable Energy and Power Engineering 2021” (SUSE-2021)
|Number of page(s)||4|
|Published online||14 July 2021|
The forecasting power of the brand: contribution to the increase in the value of the company’s intangible assets
Novosibirsk State University of Economics and management, 630099, Kamenskaya Str., 56, Novosibirsk, Russia
* Corresponding author: firstname.lastname@example.org
The article is devoted to the study of the cost characteristics of brand power, determining and forecasting the revenue of companies generated by brand power. Under the influence of the growing role of the brand, there is now an increase in the range of using its valuation as the most important of the company’s intangible assets, including managing the business development strategy. It is proved that brand competitiveness becomes the most important component of the company’s overall competitiveness. Using the private V-RATIO method, the cash flow generated by the brand itself is determined, and sales volumes are calculated under the influence of brand and non-brand factors for the “Shoes of Russia” and “KARI” trading companies. The cost of the studied brands is calculated and the curve of falling brand strength without supporting measures is determined.
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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