Cost Estimation Methods of the Company Brand

DOI

10.2991/aebmr.k.200312.446How to use a DOI?

Abstract

Brand value is necessary for management of any company as it allows to distribute the resources of an enterprise effectively. Relationships at the level of brands help market players to save time for establishing direct partnership, formation of the developed communications network contributing to “transparent” business relations and it will allow to see a clear picture of the market. The article highlights the factors that affect the cost of the brand and compares modern models of brand valuation. It is shown that against the background of the growth of the brand value of foreign oil companies there is a steady decline in the brand value of domestic oil and gas companies over the past few years. In this connection, the authors identified the drivers of growth of the brand value of the oil company.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - O V Astafeva
AU  - E V Astafyev
AU  - V V Biryukova
PY  - 2020
DA  - 2020/03/17
TI  - Cost Estimation Methods of the Company Brand
BT  - Proceedings of the International Scientific Conference "Far East Con" (ISCFEC 2020)
PB  - Atlantis Press
SP  - 3112
EP  - 3116
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200312.446
DO  - 10.2991/aebmr.k.200312.446
ID  - Astafeva2020
ER  -