Bezpalova A.G.Published in:
Leadership and Management
– Volume 4, Number 1 (January-March 2017)

JEL classification: L14, L84, M31, M37

Keywords: brand, business reputation, consulting, local aspect, marketing


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Abstract:

Consulting, as well as the whole sphere of deeply intellectual, non-typical and customer-oriented services, needs a unique self-positioning in a highly competitive market, including the local market. The question of companies’ brand building is new neither in theory nor in practice. But it remains insufficiently developed for consulting sphere. The study is aimed at revelation of the essence of the «brand» concept with reference to the sphere of consulting activity and at full concept disclosure in the sphere of consulting companies’ activity on the local market.

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