Irina Okolynishnikova, Aleksandr VorobyevPublished in:
Russian Journal of Entrepreneurship
– № 5-2 / May, 2011



Keywords: brand, brand management, brand technology, marketing, organizational and economic mechanism


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Abstract:

The article analyzes the causes of inefficient use of brand-technology at enterprises. The authors define the levels of product customer value, consider the essence of brand technologies, their structure and specific features and suggest organizational and economic mechanism of brand management, its structure and its requirements.

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