Brand management as efficiency marker of modern enterprise

Keywords: brand, trade mark, brand management, branding, conception, consumer, enterprise, strategy

Abstract

The article studies such a modern instrument of increase of market competitiveness of enterprise as a brand management is in the context of strategic development of modern enterprise; examines the theoretical and the methodological aspects of forming of scientific idea about this type of marketing activity, and also the possible variants of realization of this instrument in Ukrainian enterprises. The author reveals the internal enterprises brand mechanisms management and terms of their usage. Also in the article essence of term brand management is exposing and his constituents, and also the conceptual approach is offering for introduction of brand management in administrative activity

Downloads

Download data is not yet available.

References

Aaker D. Building Strong Brands. – New York : Free Press, 1996.

Davis S. M. Brand Asset Management : Driving Profitable Growth through Your Brand. – San Francisco : Jossey-Bass a Wiley Company, 2000.

Raggio R. D., Leone R. P. The Theoretical Separation of Brand Equity and Brand Value : Managerial Implications for Strategic Planning // Journal of Brand Management. – 2007 – №4.

Ries A., Trout J. Marketing Warfare – NY : Plume, 1986.

Ries A., Trout J. The Positioning Era Cometh //Advertising Age. – 1972. – Т. 24.
Cited
How to Cite
Shedyakova, T. (1). Brand management as efficiency marker of modern enterprise. The Journal of V. N. Karazin Kharkiv National University. Series: International Relations. Economics. Country Studies. Tourism, (6), 129-132. Retrieved from https://periodicals.karazin.ua/irtb/article/view/10016
Issue
No. 6 (2017): The Journal of V.N. Karazin Kharkiv National University Series "International Relations. Economics. Country Studies. Tourism"
Section
Economy

Authors submitting publications for this edition agree to the following terms:

  • The authors retain the copyright to their publications and grant the journal “The Journal of V. N. Karazin Kharkiv National University. Series: International Relations. Economics. Country Studies. Tourism” for the right of first publication.
  • Submission and acceptance of a publication to the journal means that the authors grant the journal a non-exclusive license to publish, distribute, and archive the material in print and electronic form and to include it in international abstracting and bibliographic databases.
  • Authors may:
  • deposit the published version of their work in institutional or disciplinary repositories,
  • distribute it on personal or professional web pages,
  • use the material for educational or research purposes,

provided that:

  • the publication is not altered,
  • it is not used for commercial purposes,
  • a complete bibliographic reference for the publication in the journal is provided.

 Authors' Responsibility

  • The authors guarantee that the submitted publication is an original work and does not infringe on the copyrights or intellectual property of third parties.
  • The authors confirm that this manuscript has not been published previously and is not under consideration by another publisher.
  • If the publication uses materials (figures, tables, data, etc.) belonging to third parties, the authors are responsible for obtaining the necessary permissions and for correctly citing the sources.

Publisher's Responsibility

  • This publication ensures a transparent and ethical publication process, as well as open access to all materials in accordance with the terms of the CC BY 4.0 license.
  • The publication guarantees long-term digital preservation of content by archiving it in internal and external repositories.

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication of this work under the terms of a license Creative Commons Attribution License 4.0 International (CC BY 4.0).
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.