Okolynishnikova Irina Yuryevna – Head of Chair of Marketing Communications, Faculty of Commerce, South-Ural State University
Tkachev Aleksandr Nikolaevich – Dr. of Tech. Sci., Professor, Head of Chair, Chair of Applied Mathematics, South-Russian State Technical University (Novocherkassk Polytechnic Institute)
Kurcheeva Galina Ivanovna – Cand. of Econ. Sci., Associate Professor, Chair of Economical Informatics, Novosibirsk State Technical University
The article studies metrics of efficiency of the marketing financing for branding, analyses approaches to evaluation of the economical and communicative efficiency of marketing communications. The author have studied methods of the brand»s intangible component and singled out strategic indices, characterizing efficiency of branding.
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