Integrated assessment of the effectiveness of brand management in retail enterprises

Abstract

Annotation: The research is motivated by the high competitiveness of the retail market, the growing importance of brand assets, and the need for methods capable of integrating diverse indicators of enterprise performance. The aim of the article is to develop a scientifically grounded approach to assessing the effectiveness of brand management in retail enterprises based on a systematic consideration of financial, behavioral, and perceptual parameters of brand development. The study employs methods of comparative analysis, structural–logical generalization, critical evaluation of existing brand management models, and elements of integrated assessment. A detailed examination of the approaches used to measure brand performance was carried out, including the models of D. Aaker and Rajagopal, as well as groups of sales and financial indicators. Particular attention was paid to the possibilities of applying these approaches in the context of multi-format retailing. The results showed that focusing on only one group of metrics—financial, behavioral, or perceptual—fails to provide a comprehensive assessment of brand management effectiveness and does not reflect the interdependence among the elements of the brand system. It was found that comprehensive methodologies, although offering broader analytical potential, are often constrained by interpretative complexity, excessive detail, or low adaptability to the specifics of the retail sector. Based on this assessment, an integrated evaluation approach is proposed that combines key financial indicators, behavioral metrics of consumer interaction, and brand perception indicators. The criteria for selecting indicators, the logic of their aggregation, and the advantages of using the model for managerial decision-making are substantiated. The conclusions confirm the effectiveness of the integrated approach in ensuring a comprehensive and objective assessment of brand management performance in retail enterprises. The proposed model contributes to improved monitoring accuracy, accounts for the multidimensional nature of consumer behavior, and enables the assessment of the mutual influence between financial and non-financial brand characteristics. Prospects for further research include the development of digital tools for automating the evaluation process and adapting the integral model to various formats and categories of retail trade.