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Management of private trade marks so as to create steady competitive advantages


Aleksandr Chekarev, Tatyyana Zhuravleva, Igory Ogorodnikov
(about the authors)

Chekarev Aleksandr Valeryevich – Post-graduate student, Chair of General and Strategic Marketing, Department of Management, State University of the Higher School of Economy

Zhuravleva Tatyyana Yuryevna – Applicant, Chair of Accounting, Consulting and Finance, Voronezh State Academy of Technology

Ogorodnikov Igory Aleksandrovich – Cand. of Phys. and Math. Sci, Director of «Ecodom» LLC

Published in:
Creative Economy
– № 9 / September, 2009



Keywords: competitive advantage, privatetrade mark, strategic marketing


Citation:
Aleksandr Chekarev, Tatyyana Zhuravleva, Igory Ogorodnikov (2009). Management of private trade marks so as to create steady competitive advantages. Creative Economy, 3(9), 29-36. — url: http://bgscience.ru/com/lib/113


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Abstract:

The subject of the article lies in the field of strategic marketing. Results of the analysis of private trade marks in conformity with the criteria of the competitive advantage source are given. Results of the consumer behaviour research carried out among Moscow consumers are also presented. The latter show that management of private trade marks has a significant potential of efficiency growth and primarily with respect to various application strategies depending on the trading formats.







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