Yuliya ZhuchenkoPublished in:
Russian Journal of Entrepreneurship
– № 9-2 / September, 2010



Keywords: brand management, business reputation, evaluation of goodwill, goodwill, method ofredundant resources, target audience, trademark


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Abstract:

The article discusses the main approaches to studying business reputation. It gives an overview of assessment and audit techniques. The author presents the main results of the study, the aim of which is to test the goodwill estimation by the redundant resources method in the conditions of Russia (by the example of a particular firm).

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