Abstract:

Recently, issues of branding are increasingly becoming the object of theoretical and scientific research. Problems remain in these studies, among them the evaluation of the effectiveness of branding. The weak theoretical development of this problem is also reflected in the actual practice of brand management. Despite the growing need for accurate measurement of the effectiveness of measures to create and promote a brand, in reality only a few companies actually use branding performance indicators. The ability to assess the effectiveness of the brand to the manufacturer will help to properly assess their potential and consider product promotion, taking into account the strategic directions of the company.

Thus, there is a need for a clear methodology that allows to evaluate the effectiveness of various branding activities in the complex, i.e. in evaluating the effectiveness. This article proposes one of the options for possible approaches, the consideration of a single method to solve the designated problem.