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Features and Problems of Branding Policy Development in a Competitive Environment


Artur Laut
(about the author)

Laut Artur Vladimirovich – Postgraduate Student, Perm Branch, Institute of Economics, Ural Department of the Russain Academy of Sciences (RAS)

Published in:
Russian Journal of Entrepreneurship
– № 9-1 / September, 2010



Keywords: brand, branding policy, competitive environment, competitiveness, information technologies, innovations, unique value proposition


Citation:
Artur Laut (2010). Features and Problems of Branding Policy Development in a Competitive Environment. Russian Journal of Entrepreneurship, 11(9), 52-57. — url: http://bgscience.ru/com/lib/2047


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Abstract:

The article reveals the relevance and importance of branding policy for an organization in a competitive environment. The author examines the problems of the traditional approach to branding and their possible solutions as well as suggests a concept of organizational and economic model of forming branding policies.







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