Although, of course, recognition – one of the strongest arguments brand ", – says Olga Ugryumova. – If your brand is recognized 200, and bought a 15 – hence, the coefficient of the transition from awareness to purchase for him – 7.5% – says Ivan Drogushev. – If a successful company in your market are more high koeffitsientperehoda of fame to buy, then you can work hard to increase this ratio. There are special marketing techniques. But all of them – and I stress – everything starts with the definition of quality if the product offered, is it true target groups, whether correct positioning relative to competitors, etc. "With regard to financial methods, it may be based on a comparison of similar products in which the evaluation criterion is the analysis of price difference on similar nebrendovy product and tangible assets – sums Olga Ugryumova.
In this case, the most important criteria will be the profit over the next 3-5 years existence of contracts, licenses, certificates, and other technologies moral rights. Depending on the reason (alienation, audit or otherwise) in the assessment may include a number of other criteria. All of these methods, however, can not give absolutely accurate assessment, since unable to take into account several important factors – such as loyalty leading specialists to new leadership, with its sale. Or degree of interest potential buyer to a particular proposed brand. Therefore, the objectivity of the brand often depends on an adequate assessment of the circumstances that assessment. To obtain the most reliable result requires in-depth analysis of all aspects of the company and use the combined methods of assessment.