Methodology for evaluating a company's brand as an element of an enterprise's competitiveness

In modern market conditions, the competitiveness of an enterprise depends not only on the quality of goods and services, low prices, innovative products, etc. One of the ways to increase the competitiveness of an enterprise is to promote the brand. The strength of a brand can be determined by how well it meets the needs and demands of customers. In this article, we will look at the main methods and approaches to brand evaluation, which can be both positive and negative. Based on the results obtained, a method was developed that allows assessing the value of the brand using non-financial and financial indicators.