title: ÐÑÐµÐ½ÐºÐ° ÑÑÐ¾Ð¸Ð¼Ð¾ÑÑÐ¸ Ð±ÑÐµÐ½Ð´Ð° ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐÐÐ Â«TeleXÂ»)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Evaluation of the brand value of the company (on the example of PJSC Â«TeleXÂ»)
Creators: name: ÐÐ¸Ð¶Ð°Ð½Ð¾Ð², ÐÑÐºÐµÐ±ÑÐ»Ð°Ð½
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2019
Subjects: Ð°ÑÐ¿ÐµÐºÑÑ Ð¾ÑÐµÐ½ÐºÐ¸
ÑÑÐ¾Ð¸Ð¼Ð¾ÑÑÑ Ð±ÑÐµÐ½Ð´Ð°
Ð¼ÐµÑÐ¾Ð´Ñ Ð¾ÑÐµÐ½ÐºÐ¸
ÑÐµÐ»ÐµÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ Ð¾ÑÑÐ°ÑÐ»Ñ
aspects of the evaluation
the value of the brand valuation techniques in the telecommunications industry

description: Ð¦ÐµÐ»ÑÑ Ð´Ð°Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ ÑÐ²Ð»ÑÐµÑÑÑ Ð¾ÑÐµÐ½ÐºÐ° ÑÑÐ¾Ð¸Ð¼Ð¾ÑÑÐ¸ Ð±ÑÐµÐ½Ð´Ð° ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ÐÐÐ Â«TeleXÂ». ÐÐ»Ñ Ð´Ð¾ÑÑÐ¸Ð¶ÐµÐ½Ð¸Ñ Ð´Ð°Ð½Ð½Ð¾Ð¹ ÑÐµÐ»Ð¸ Ð½ÐµÐ¾Ð±ÑÐ¾Ð´Ð¸Ð¼Ð¾ Ð²ÑÐ¿Ð¾Ð»Ð½Ð¸ÑÑ ÑÑÐ´ Ð·Ð°Ð´Ð°Ñ:
ÑÐ¾ÑÑÐ°Ð²Ð¸ÑÑ ÑÐµÑÐ¼Ð¸Ð½Ð¾Ð»Ð¾Ð³Ð¸ÑÐµÑÐºÑÑ Ð±Ð°Ð·Ñ, Ð½ÐµÐ¾Ð±ÑÐ¾Ð´Ð¸Ð¼ÑÑ Ð² ÑÐ°Ð¼ÐºÐ°Ñ Ð´Ð°Ð½Ð½Ð¾Ð³Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ; Ð¿ÑÐ¸Ð²ÐµÑÑÐ¸ Ð¾Ð±Ð·Ð¾Ñ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÑ Ð¿Ð¾Ð´ÑÐ¾Ð´Ð¾Ð² Ðº Ð¾ÑÐµÐ½ÐºÐµ Ð±ÑÐµÐ½Ð´Ð° Ð¸ Ð¼ÐµÑÐ¾Ð´Ð¾Ð², Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½ÑÑ Ð² ÑÐ°Ð¼ÐºÐ°Ñ ÐºÐ°Ð¶Ð´Ð¾Ð³Ð¾ Ð¿Ð¾Ð´ÑÐ¾Ð´Ð°; Ð²ÑÑÐ²Ð¸ÑÑ Ð¿ÑÐµÐ¸Ð¼ÑÑÐµÑÑÐ²Ð° Ð¸ Ð½ÐµÐ´Ð¾ÑÑÐ°ÑÐºÐ¸ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ ÐºÐ°Ð¶Ð´Ð¾Ð³Ð¾ Ð¼ÐµÑÐ¾Ð´Ð°; Ð´Ð°ÑÑ ÐºÑÐ°ÑÐºÑÑ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸, Ð±ÑÐµÐ½Ð´ ÐºÐ¾ÑÐ¾ÑÐ¾Ð¹ Ð±ÑÐ´ÐµÑ Ð¾ÑÐµÐ½ÐµÐ½ Ð² Ð´Ð°Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÐµ Ð¸ Ð²Ð¸Ð´Ð° ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸, Ð² ÑÐ°Ð¼ÐºÐ°Ñ ÐºÐ¾ÑÐ¾ÑÐ¾Ð¹ Ð¾Ð½Ð° ÑÑÐ½ÐºÑÐ¸Ð¾Ð½Ð¸ÑÑÐµÑ; Ð²ÑÐ±ÑÐ°ÑÑ Ð¸ Ð¼Ð¾Ð´Ð¸ÑÐ¸ÑÐ¸ÑÐ¾Ð²Ð°ÑÑ Ð¼ÐµÑÐ¾Ð´Ñ, ÐºÐ¾ÑÐ¾ÑÑÐµ Ð±ÑÐ´ÑÑ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ Ð´Ð»Ñ Ð¾ÑÐµÐ½ÐºÐ¸ Ð±ÑÐµÐ½Ð´Ð° Ð² Ð´Ð°Ð½Ð½Ð¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ð¸; Ð¾ÑÐµÐ½Ð¸ÑÑ ÑÑÐ¾Ð¸Ð¼Ð¾ÑÑÑ Ð±ÑÐµÐ½Ð´Ð°, Ð¸ÑÐ¿Ð¾Ð»ÑÐ·ÑÑ Ð½ÐµÑÐºÐ¾Ð»ÑÐºÐ¾ Ð¼ÐµÑÐ¾Ð´Ð¾Ð² Ð¸ ÑÑÐ°Ð²Ð½Ð¸ÑÑ Ð¿Ð¾Ð»ÑÑÐµÐ½Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ; Ð¿ÑÐ¾Ð²ÐµÑÑÐ¸ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÑÐ²ÑÑÐ²Ð¸ÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ° Ð¾ÑÐµÐ½ÐºÐ¸ Ðº Ð¸Ð·Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ Ð¸ÑÑÐ¾Ð´Ð½ÑÑ Ð¿Ð°ÑÐ°Ð¼ÐµÑÑÐ¾Ð². ÐÐ±ÑÐµÐºÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ñ Â«TeleXÂ». ÐÐÐ Â«TeleXÂ» - Ð´Ð¸Ð½Ð°Ð¼Ð¸ÑÐ½Ð¾ ÑÐ°Ð·Ð²Ð¸Ð²Ð°ÑÑÐ°ÑÑÑ ÐºÑÑÐ¿Ð½ÐµÐ¹ÑÐ°Ñ Ð² Ð Ð¾ÑÑÐ¸Ð¸ ÑÐµÐ»ÐµÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ Ð³ÑÑÐ¿Ð¿Ð°, Ð¿ÑÐµÐ´Ð¾ÑÑÐ°Ð²Ð»ÑÑÑÐ°Ñ ÑÑÐ»ÑÐ³Ð¸ Ð²Ð¾ Ð²ÑÐµÑ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ°Ñ Ð¾ÑÑÐ°ÑÐ»ÐµÐ²Ð¾Ð³Ð¾ ÑÑÐ½ÐºÐ° Ð½Ð° Ð²ÑÐµÐ¹ ÑÐµÑÑÐ¸ÑÐ¾ÑÐ¸Ð¸ ÑÑÑÐ°Ð½Ñ. ÐÐ½Ð° ÑÐ²Ð»ÑÐµÑÑÑ ÐµÐ´Ð¸Ð½ÑÑÐ²ÐµÐ½Ð½ÑÐ¼ ÑÐ½Ð¸Ð²ÐµÑÑÐ°Ð»ÑÐ½ÑÐ¼ Ð¾Ð¿ÐµÑÐ°ÑÐ¾ÑÐ¾Ð¼ Ð² Ð Ð¾ÑÑÐ¸Ð¹ÑÐºÐ¾Ð¹ Ð¤ÐµÐ´ÐµÑÐ°ÑÐ¸Ð¸. ÐÐÐ Â«TeleXÂ» ÑÐ²Ð»ÑÐµÑÑÑ Ð¾Ð´Ð½Ð¸Ð¼ Ð¸Ð· Â«Ð±Ð¾Ð»ÑÑÐ¾Ð¹ ÑÐµÑÐ²ÐµÑÐºÐ¸Â» ÐºÑÑÐ¿Ð½ÐµÐ¹ÑÐ¸Ñ Ð¾Ð¿ÐµÑÐ°ÑÐ¾ÑÐ¾Ð² Ð¼Ð¾Ð±Ð¸Ð»ÑÐ½Ð¾Ð¹ ÑÐ²ÑÐ·Ð¸. ÐÑ ÐºÐ»Ð¸ÐµÐ½ÑÑÐºÐ°Ñ Ð±Ð°Ð·Ð° ÑÐ¾ÑÑÐ¾Ð¸Ñ Ð¸Ð· ÑÐµÑÑÑÐµÑ ÑÐµÐºÑÐ¾ÑÐ¾Ð²: ÑÐ°ÑÑÐ½ÑÐµ Ð»Ð¸ÑÐ°, ÑÑÐ¸Ð´Ð¸ÑÐµÑÐºÐ¸Ðµ Ð»Ð¸ÑÐ°, Ð¾Ð¿ÐµÑÐ°ÑÐ¾ÑÑ Ð¸ Ð³Ð¾ÑÑÐ´Ð°ÑÑÑÐ²ÐµÐ½Ð½ÑÐµ Ð¾ÑÐ³Ð°Ð½Ñ. ÐÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ñ Ð·Ð°Ð½Ð¸Ð¼Ð°ÐµÑ ÑÑÐµÑÑÑ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ñ Ð² ÑÐµÐ¹ÑÐ¸Ð½Ð³Ðµ ÑÐµÐ»ÐµÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹ Ð¿Ð¾ ÑÐ¸ÑÑÐ¾Ð¹ Ð¿ÑÐ¸Ð±ÑÐ»Ð¸. ÐÑÐµÐ´Ð¼ÐµÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÑÑÐ¾Ð¸Ð¼Ð¾ÑÑÑ Ð±ÑÐµÐ½Ð´Ð° Â«TeleXÂ».
description: The aim of this work is to assess the brand value of TeleX PJSC. To achieve this goal, it is necessary to perform a number of tasks: compile the terminological base necessary in the framework of this study; provide an overview of the main approaches to brand assessment and the methods proposed in each approach; identify the advantages and disadvantages of using each method; give a brief description of the company whose brand will be evaluated in this work and the type of economic activity within which it operates; select and modify the methods that will be used to evaluate the brand in this study; evaluate brand value using several methods and compare the results; to analyze the sensitivity of the evaluation result to a change in the initial parameters. The object of study is the company TeleX. TeleX PJSC is the fastest growing largest telecommunications group in Russia, providing services in all segments of the industry market throughout the country. She is the only universal operator in the Russian Federation. PJSC TeleX is one of the Big Four largest mobile operators. Its client base consists of four sectors: private individuals, legal entities, operators and government bodies. The company ranks third in the ranking of telecommunications companies in terms of net profit. The subject of the research is the value of the TeleX brand.