EVALUATING THE BRAND COST AND THE EFFECTIVENESS OF THE ADVERTISING COSTS
Nowadays more and more companies have their own brands distributing in different Russian markets. When a company has its brand it is necessary to manage it during its whole lifespan. To manage a brand effectively an entrepreneur should understand the position of the brand on the market. This position can be realized by means of different methods of estimation the brand. Unfortunately the main established estimating methods accepted by the world companies are based on the concealed data of the consulting companies. Therefore there is vagueness in those methods and also there is no answer to the question: “What is the value of the brand?” In this article the established methods are described and also there is a new method of brand estimation that is simple and clear in terms of receiving the data.