Вітчизняні та зарубіжні доробки оцінювання ефективності бренду підприємств

Abstract

The study of domestic and foreign methodological developments in assessing the effectiveness of enterprise brands has been carried out. The following approaches of Ukrainian scientists have been identified and disclosed as the functional approach based on competitive analysis and the comprehensive approach based on benchmarking. Foreign developments in brand effectiveness assessment methods have been systematized: a holistic approach (a combination of business indicators and an assessment of consumer opinions), the concept of contact branding, assessment of the economic value of the brand, a comprehensive approach based on an assessment of image communication, and a qualitative assessment of brand indicators. The features, advantages, and obstacles to the application of the analyzed methods for assessing the effectiveness of enterprise brands have been revealed. It has been determined that for most methods for assessing the effectiveness of brand suggested by foreign scientists, a characteristic prerequisite about the need to use consumer, financial and market metrics for obtaining an adequate assessment indicator; for methods suggested by domestic scientists, the obstacles are limited information about competitors, concentration only on products as an object of branding. It was determined and substantiated that one of the most promising approaches to assessing brand effectiveness is an approach based on competitive analysis using an expert method, which allows assessing qualitative performance indicators, such as reputation, personnel competence, and the level of product competitiveness. This approach generalizes a group of factors: factors that characterize the enterprise; factors that characterize products; factors that characterize product promotion. The effectiveness of the brand of the enterprise PrJSC “Concern “Khlibprom” was assessed using the method of competitive analysis in comparison with the brands of the enterprises PrJSC "Kyivkhlib" and LLC “Kulynychy”. It was found that the weakest aspects in the activities of the enterprise PrJSC “Concern “Khlibprom” compared with other enterprises are the level of comfort of work at the enterprise, price, enterprise strategy and advertising. Such components of the brand should be improved in order to increase the effectiveness of the brand of the enterprise PrJSC “Concern “Khlibprom”.