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 activityDownloads
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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.
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
Section
Economy
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