Today, our life is extremely changing. First of all, it concerns us in the sphere of economy, as we are economic agents. In varying degree, we are able to buy or sell goods. It is a modern global economic model. Due to explosive, to some extent volatile, growth and development of economic system, in the arena has appeared a new player – multinational corporations. The nature of such companies is an international activity. This is a globalization in a pure form.
Brand Equity Evaluation System (BEES) is based on eight brand equity determinants – brand sales, net operating margin, perspectives of brand development, international orientation, advertising investment, brand strength in the sector, brand image and pre-tax earnings, noted Salinas, G. (2011).
In order to compose brand quality factor, we should utilize such elements as sales, net operating margin and perspectives of brand development. This factor together with other factors creates the adjustment factor as a multiple for pre-tax earnings. Finally, the brand's economic equity is equal to the product of the average pre-tax revenue and the adjustment factor, stated Salinas (2011).
As any model, this BEES has weaknesses, including the fact that majority of of the determinants refer to product brands, similarity with other models. On the contrary, this model is aiming at evaluating the current level of brand equity. Due to received results, managers are able to improve their IMC by developing branding policy.
In order to conquer some oversea markets, as well as home areas, companies should create not only packaged products, but grant (for fee, of course) definitely greater and more enticing things – idea, concepts style and essence for everyone. Unfortunately, consumers had fallen into the trap – the policy of consumerism is prevailing. And now, in fact, marketing researchers know more about consumer behavior