the article summarizes strategic directions of activity to ensure competitiveness of trading enterprises. A distinctive characteristic of presented generalized model is detailing the process of analyzing prerequisites and the process of unifying competitive advantages of retail enterprises, starting with the classification and diagnosis of a company and ending with the development of an organizational and economic mechanism to ensure competitiveness and parametric characteristics of the final control. The effectiveness of introduction of a generalized model is substantiated. The model improves competitiveness of an enterprise and forms competitive advantages in organizational aspects, taking into account the specifics of commercial sector activities.
The article is devoted to the study of the cost characteristics of brand power, determining and forecasting the revenue of companies generated by brand power. Under the influence of the growing role of the brand, there is now an increase in the range of using its valuation as the most important of the company’s intangible assets, including managing the business development strategy. It is proved that brand competitiveness becomes the most important component of the company’s overall competitiveness. Using the private V-RATIO method, the cash flow generated by the brand itself is determined, and sales volumes are calculated under the influence of brand and non-brand factors for the “Shoes of Russia” and “KARI” trading companies. The cost of the studied brands is calculated and the curve of falling brand strength without supporting measures is determined.
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