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Brand-technologies in the system of brand control at the enterprise


Irina Okolynishnikova, Aleksandr Vorobyev, Vladimir Sinov
(about the authors)

Okolynishnikova Irina Yuryevna – Cand. of Pedagogical Sci., Associate Professor, Head, Chair of Marketing Communications, Trade and Economic Faculty, South-Ural State University

Vorobyev Aleksandr Nikolaevich – Cand. of Econ. Sci., Applicant, Chair of Marketing, Faculty of Commerce and Marketing, Saint-Petersburg State University of Economics and Finance

Sinov Vladimir Vasilyevich – Cand. of Econ. Sci., Professor, Saint Petersburg State University of Economics and Finance “New Literacy” of XXI century

Published in:
Creative Economy
– № 6 / June, 2011



Keywords: brand, brand management, brand promotion, brand-controlling, brand-technologies, brands identity, brands individuality, brands portfolio, marketing, positioning of brand


Citation:
Irina Okolynishnikova, Aleksandr Vorobyev, Vladimir Sinov (2011). Brand-technologies in the system of brand control at the enterprise. Creative Economy, 5(6), 95-102. — url: http://bgscience.ru/com/lib/647


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Abstract:

The paper considers the necessity of introduction of brand technologies at the enterprises, producing standard production of consumer demand. The authors offer gradual system of realization of brand-technologies and specify the contents of each stage. The paper analyses process of creation and development attributes of individuality/identity of brand, its positioning, realization of identity and brand-controlling. The paper offers approach to the assessment of economic efficiency of introduction of brand-technologies.







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