ENHANCING GOODWILL POTENTIAL WITH BRAND MANAGEMENT TOOLS

Abstract

The emergence of goodwill in the process of doing business is due to the nature of the interaction of enterprise resources with environmental factors. On the basis of research, it is proved that with a competent correlation of approaches to managing the elements of the macro- and microenvironment of the enterprise, understanding the specific features of creating goodwill taking into account the scope of activity, the enterprise will receive a number of advantages. Firstly, it is the creation of additional value of the company, secondly - the possibility of obtaining excess profits (that is, profits exceeding the industry average) and, thirdly, it is the creation of favorable prospects and prerequisites for business development. The analysis of the most popular formulations of the concept of “goodwill” used in Russian and foreign practice is carried out. According to its results, it is concluded that this term is equated with the concept of "business reputation". The article presents an attempt to streamline the understanding of key aspects of brand management within the framework of the studied models of reputation management. From the review of modern and most relevant models of assessment of the company's reputation, the relationship of the main criteria for assessing the company's reputation with business results is shown. A logical chain of goodwill potential formation has been built, based on the management of emotional involvement of customers. Based on the results of the research, within the framework of the focus groups, a criterion for assessing emotional involvement - “emotional comfort” - was proposed and evaluation coefficients characterizing the level of emotional comfort of customers were developed. The actual metrics of brand management assessment are revealed, allowing to diagnose the influence of the brand on the development of goodwill potential within the framework of the proposed complex model of the influence of brand management tools on the growth of goodwill potential.