Zakharova I.А.Monograph:
ISBN: 978-5-91292-225-1
Format: 60х84/16
Amount: 500
Published: 27.03.2018
Publisher: Creative Economy Publishers


Keywords: brand asset, brand contact management, brand management, brand value


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Abstract:

The level of intellectual capital and the ability to effectively use it predetermine the successful functioning of the organization in modern markets. Company’s brand is one of the most important components of intellectual capital. Brand management aimed at strengthening brand, increasing its awareness and popularity, attracting and retaining customers and achieving other business goals of the company is based on effective planning and optimization of brand maintenance costs. Brand management process in modern companies is identical to the management of all the factors related to brand, i.e. almost all elements of the company's activities, including product/service and marketing communications. The aim of the study is to examine the planning processes, positioning, promotion and evaluation of activities aimed at increasing the brand strength using the example of one of the major financial corporations. The results of the study also make a significant contribution to the development of methodological issues in evaluating advertising effectiveness in modern large companies. The findings and recommendations can be used to bring a new brand to the market, as well as when building a brand management system in organizations in different markets.

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