Yield of Brand
6 Pages Posted: 9 Jun 2013 Last revised: 15 Jun 2013
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: Suggested Citation