Model of Management of the Company's Brand Capital
The article shows the role of the brand capital in modern economic transformations; considers market and social manifestations of the brand capital; reveals and analyses factors of influence upon formation and functioning of the mechanism of management of the company's brand capital; identifies stages of the process of formation of the brand capital; studies interconnection between functions of management of the brand capital; justifies theoretical and methodical foundations of the model of management of the company's brand capital; formulates author's definition of the model of management of the brand capital; offers a model of management of the company's brand capital; and develops recommendations on organisation of management of the company's brand capital.
Year of publication: |
2013
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Authors: | Yevtushenko Anna V. |
Published in: |
Business Inform. - ISSN 2222-4459. - 2013, 5, p. 351-356
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Subject: | brand | stages of the process of brand capital formation | image | brand capital | model of management of company's brand capital | marketing risks bearers | trade mark | management functions |
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