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The impact of long-term brand development strategies on brand value of companies operating in high-technology markets

机译：长期品牌发展战略对在高科技市场运营的公司的品牌价值的影响

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The objective of the current research is to investigate brand value generation. The study is conducted in the context of high-technology companies. The research aims at finding the impact of long-term brand development strategies, including advertising investments, R&D investments, R&D intensity, new products developed and design.The empirical part of the study incorporated collection of primary and secondary data on 36 companies operating in high-technology sector and being rated as top companies with the most valuable brands by Interbrand consultancy. The data contained information for six consequent years from 2008 to 2013. Obtained data was analyzed using the methods of fixed effect and random effect model (panel data analysis). The analysis showed positive effect of advertising and R&D investments on brand value of high-technology companies in the long run. The impact of remaining three strategies was not approved and further investigation is required.

机译：当前研究的目的是调查品牌价值的产生。该研究是在高科技公司的背景下进行的。该研究旨在发现长期品牌发展战略的影响，包括广告投资，R＆D投资，R＆D强度，新产品开发和设计。研究的实证部分包括对36家运营状况良好的公司的一级和二级数据的收集技术领域，并被Interbrand咨询公司评为最有价值品牌的顶级公司。数据包含从2008年到2013年连续6年的信息。使用固定效应和随机效应模型（面板数据分析）的方法对获得的数据进行分析。分析表明，从长期来看，广告和研发投资对高科技公司的品牌价值具有积极影响。其余三种策略的影响尚未获得批准，需要进一步调查。

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Tsyvinskaya Alena;
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年度 2014
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The impact of long-term brand development strategies on brand value of companies operating in high-technology markets

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