BRAND CAPITALIZATION AS A TOOL TO MAXIMIZE BUSINESS VALUE
Анотація
A brand as a key determinant of the formation of competitive advantage and a source of increasing financial flows is covered in the article. The role of the brand in the intangible assets of the enterprise and the creation of intangible values for the target audience is defined. The structural components of the brand are identified and the model of the impact of the brand capitalization on maximizing the market value of a business is justified. The synergy of interaction of the constituent elements of it creates intangible values, and provides a socio-economic effect, determines the motion vectors of financial flows and their ability to increase the volume in the future.
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