When the competition is fierce, even the market leaders have to address the rather complex issue of maintaining the leading position. The traditional means (such as the market share increase and the price decrease to enter into the price-based competition) often prove to be inefficient. Today the consumer loyalty is becoming an increasingly important factor contributing to the company success. This is the reason why the competitors have become much more interested in consider¬ing such issues as brand management, its value assessment and the brand use as an instrument in the competition.
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Value based brand management
The author:
CHerepanov V. Y.
Degree:
— Managing Partner, Centre of Independent Valuation and Consulting (LLC), Associate Professor, Appraisal, stock market & taxation Department, Moscow University of Finance and Industry «Sinergy».
Location:
Moscow
