Cost Estimation Methods of the Company Brand
- 10.2991/aebmr.k.200312.446How to use a DOI?
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.
- © 2020, the Authors. Published by Atlantis Press.
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- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
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 -