Технология оценки эффективности бренда через призму показателей PAR и BAR

The article is devoted to the study of a relevant model for assessing brand effectiveness. The main attention of the author is focused on the five-stage model of brand perception and promotion developed by F. Kotler (in collaboration with colleagues). Based on a comparative analysis of methods and metrics for assessing brand effectiveness, the advantages of a five-stage model of brand perception and promotion are identified and presented. This article explains the content of the main parameters of the model, intermediate and final indicators of each stage of brand development. The authors provide a detailed description of the conversion rates for each stage of the model under consideration, and add recommendations for eliminating the causes of deterioration of coefficients of brand perception and promotion. In order to understand the mechanism of formation of customer loyalty to brand, the interpretation of the values of the purchasing ratio (PAR) and brand advocacy ratio (BAR), and the interpretation of situations of brand perception and promotion with a combined assessment of these indicators are presented. The author presents a description of the method for assessing PAR and BAR indicators. At the end of the article, based on the use of methods of expert assessments and in-depth interviews, the technology for assessing brand effectiveness through the prism of PAR and BAR indicators is demonstrated on specific examples.