MEASUREMENT OF THE BRAND POWER USING ICONIC ORIENTED GRAPHS
K.Y. Kazantsev
Keywords: the brand power, iconic oriented graphs, brand performance, factors of influence on the brand, cognitive model
Abstract
The article considers the existing approaches to measuring of the brand power, special attention is paid to the analysis of existing mathematical models, which allow to estimate efficiency of branding company and quantify his power. Based on the analysis of models a list of the factors having impact on the brand is drawn up, and a cognitive model of the influence of different factors on the strength of a brand is composed of, as well as their mutual influence on each other. Based on the method of iconic oriented graphs presents the trend of influence of various factors of brand strength in time.
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