Yield of Brand

6 Pages Posted: 9 Jun 2013 Last revised: 15 Jun 2013

See all articles by Maxim S. Mishin

Maxim S. Mishin

Moscow State University - Faculty of Economics; Bank of America Merrill Lynch

Date Written: June 9, 2011


The author proposed the original method for estimation parameters of the brand’s yield equation using correlation coefficient. The profitability of brand “VTB” and “Gazprom” was calculated for the period 2007-2008 and 2008-2009. The results were analyzed to understand how the crisis influenced the estimates. Moreover the author tested the influence of relevant news on the yield of brand and described methods of brand management.

Keywords: brand, yield, stocks, brand management

JEL Classification: J0, C0

Suggested Citation

Mishin, Maxim S., Yield of Brand (June 9, 2011). Available at SSRN: https://ssrn.com/abstract=2276610 or http://dx.doi.org/10.2139/ssrn.2276610

Maxim S. Mishin (Contact Author)

Moscow State University - Faculty of Economics ( email )

1-46 Leninskiye Gory
Moscow, 119991

Bank of America Merrill Lynch ( email )

United States

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