MODERN APPROACHES TO ASSESSING A COMPANY'S BRAND IN A COMPETITIVE ENVIRONMENT
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Abstract
Introduction. The article reveals the main approaches to evaluating a company's brand in modern competitive conditions, proves that under conditions of long-term use and a quality product, the potential of brand value expands. The TOP ten global brands are analyzed based on the BVM methodology and the random structural changes that have changed over the past year are clarified. Evaluating brands using this methodology, the impact of a strong brand on key aspects of business growth was noted - current and potential customers, employees and investors. The BVM methodology was specially designed to take into account all these factors and is a strategic tool for modern brand management. The study analyzed the brand rating of individual industry sectors. A more detailed look at the role of branding in a competitive world from the position of one of the most important factors of business success is offered.
Purpose. To provide a comprehensive overview of the most valuable global brands based on the BVM methodology and analyse the structural changes that have occurred in the value of global brands and by industry. To achieve this goal, it is advisable to perform a number of tasks aimed at studying the value of global brands in a competitive environment over the past year.
Results. The article examines brands as a valuable asset that provides a sustainable competitive advantage, helps a company outperform its competitors and accelerates growth, and also explores the economic analytics of business and brands that allows marketers to quantitatively assess the expected behavior and commercial impact of a brand, its initiatives and investments. A comparative analysis of research on this topic is considered from two perspectives: cognitive psychology and information economics. Special attention is paid to the consideration of modern methodologies that are used in practice to express brand value.
Originality. The scientific novelty lies in the proposed use by domestic enterprises of the brand evaluation factors based on the BVM methodology as a strategic tool for modern management..
Conclusion. Brand value increases when marketing and finance are aligned, which is why the 2025 World’s 500 Most Valuable Brands ranking demonstrates the power of a macro view with a focus on the future. Research shows that companies that are known for international expansion and strengthening their brand are increasing their global presence while simultaneously increasing value.
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