The object of study is the process of the value assessing of automobile company brand. Objective: of study is scientific approaches and development of methodological tools for the valuation of automobile company brand. Methods and apparatus: the dialectical method, analysis and synthesis, induction and deduction, scientific abstraction, systems analysis, statistics and graphics, interviews and observations, methods of peer review, the hierarchy process analytic, matrix methods BCG, McKinsey, ADL, content analysis. Theoretical and practical results, the further development: definition of the essence of the "enterprise brand ", which refers to the monetary benefits that the company receives from the production and sales of the trademark with considering the life cycle; the essence difference of this concept is the emphasis on the benefits in monetary terms, defined as objective evidence (image, customer satisfaction, customer loyalty) and subjective symptoms (knowledge, opinions, beliefs, feelings, mood, behavior, motivation, intent); classification of brand building enterprise taking into account all of the above features; Classification brands by introducing evidence "brand image" (with high brand image, brand image with medium, low brand image) and "customer loyalty relationship with Disabilities" ("primary" brand, "secondary" brand) and enter into the existing sign "brand life cycle" of additional components (rebranded, re-stages); this allows to consider the main features of the brand and the time factor and provides a more precise definition of the cost; unlike existing classification methods for assessing brand enterprises, which comprising three groups of methods: cost, market (comparative), revenue (profit) takes on hybrid methods that preserve features several other approaches; this allows to determine the advantages and disadvantages of these methods and develop their method based brand company valuation; stages of rebranding, which unlike existing account for planning and implementing changes in the company, their testing, monitoring effectiveness rebranding to change the perception of the brand's target audience and increasing brand value, allow to adapt these steps for rebranding to automotive companies. Novelty: improved methodological tools to assess brand components, namely brand (1) brand image Automobile Company (2), the relationship with the needs of customer loyalty (3), the life cycle of a brand (4), which, unlike existing, based on specific classification criteria and assessment scales (1) set of semantic scales, profile image and rating scale (2) calculate the index of consumer loyalty and satisfaction measures consumers' needs (3), the construction schedule fixed seasonal wave output and net income from sales of products and their peer review (4); that allows you to determine the integral index of significance brand (1), determine the type of image on the appropriate classification criteria (2) determine the complex index of brand loyalty and views on the appropriate classification criteria (3) to determine the stage of the life cycle of a brand (4); Methodical approach to brand valuation Automobile Company, which, unlike the existing ones, based on a ball assessing components of the brand (trademark, image, relationship to the needs of customer loyalty, brand life cycle), determining the weight of the components of the brand and the industry average cost of one points brand that allows the impact on brand value its importance, the type of image, customer loyalty relationship to the needs of the brand life cycle. The level of implementation: the results which were developed in the thesis were used by Kharkiv enterprises : "Kharkov Automobile Repair Plant", Inc. "UkrInnMash". Some theoretical and practical provisions used in the educational process of Kharkov National Automobile and Highway University in teaching subjects "Marketing", "Business Strategy", "Capital Company: formation and distribution". Are of application: The Ministry of Economic Development and Trade of Ukraine, the Parliament of Ukraine, Department of innovative development of industry and transport infrastructure Kharkiv regional state administration, economic and industrial activities of industrial enterprises, educational process.
