BRAND VALUE ASSESSMENT MODEL BASED ON THE DATA OF PUBLIC COMPANIES

The subject of the study is the brand value and impact of the major factors (public information) to the estimation of the brand value. Purpose is to build a model of the brand value depending from the main financial indicators of the company. Research methods. The study is based on the use of scientific methods, economic-statistical methods, econometric models and methods, in particular methods of panel data. The results consist in the investigation and identification the main weaknesses in the standard approaches to assessing the brand value of the company. As an alternative approach for the brand value estimation the using of the modern econometric tools has been proposed and the panel data model of the dependence of brand value from the main factors has been constructed. Estimation of the elaborated model based on the public data has allowed to detect the groups of factors directly or inversely affecting the value of the brand. Application results. The results will contribute to the development of the models and methods to assess the value of brands on the basis of public data of companies. Conclusions. Ignoring the using of the main public data set as the input of any brand value estimation creates, in our opinion, a foundation for it criticism. The existing point of view that the value of the brand is a important financial indicator among the other public financial indicators of the company has been confirmed. The results of empirical studies on the basis of the developed econometric panel data model detected the major dependence of the brand value from the market value of the company and its revenue.