Formation and evaluation of Russian companies branding strategies on marketplaces based on the integral brand strength index

Subject. This article focuses on the organizational and economic relations that arise in the process of forming and evaluating branding strategies on marketplaces. Objectives. The study aims to develop and test methods for evaluating the branding strategies of Russian companies on electronic trading platforms based on the integral brand strength index. Methods. For the study, we used the methods of statistical and system analysis, expert assessments and mathematical modeling. Results. The article develops a five-component structure of the integral brand strength index, and proposes a typology of companies by the level of brand maturity. It also formulates a differentiated strategic recommendations for each level. Conclusions. The use of an integrated approach to assessing brand strength makes it possible to identify key drivers of companies' competitiveness on marketplaces and form sound strategic recommendations.