, . .
, , , ( ), - . , - .
, , . , .
, , (Brand Development Index, BDI), .
. . . -. . , , , , , , (. 3.).
. 3. .
( ).
. .
, , , .
( ) .
() , , , .
Brand Dynamics, Millward Brown Group, . , , (. 4).
|
|
. 4. Brand Dynamics
, , (. 5).
, , . , , . . . , . , , , . , . , . , , . . , , , , .
. 5. Brand Dynamics
Brand Assets Valuator, Young & Rubicam . 30 , , :
1) ;
2) ;
3) ;
4) .
, . .
, .
.
, .
, :
1) , , ;
2) , .
, , , , (. 6).
. . . , . , , . .
|
|
. 6. Brand Assets Valuator
Brand Assets Valuator . , , , , . , . - . , , . , , . , , -. . , , . , . , , . , . , . , , . , : , .
Taylor Nelson Sofres :
1) , ;
2) , ;
3) , ;
4) , .
BrandZ, WPP Group, . , , . , .
nd itl, , , . , , . .
Image Power, Landor Associates, , , , , , , .
. , , . .
. . . . .
|
|
, ( ), . , .
. , . , . , , , -.
, , , , .
1. (Premium Profit, Economic Value Added), , .. . , , . :
,
; ; ; ; .
, , , , . , . , . , .
. - ( ), , . , , , , , . , .
2. (Future Earnings) , , . , (, .) , .
|
|
3. ( The Brand Consultancy). . , The Brand Consultancy, . .
4. (Excess Earnings), , , . , 10 ( ), Discounted Cash Flow-. + .
5. (Expenses to Substitution) , . . , , :
1) , , , ;
2) ;
3) ;
4) , , ;
5) .
. , , .
6. (Activity Based Costing), , . , . :
,
; .
. , , , .. , , , , . , , , , , .
: , . , , , .
, , , Lowenbrau (1383), Schweppes (1783) -, . (Discount Rate), .