Basic concepts of brand management
Автор: Mitrofanova A.
Журнал: Экономика и бизнес: теория и практика @economyandbusiness
Статья в выпуске: 11-2 (69), 2020 года.
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In this article, the author reveals the basic concepts of brand management, including strategic, operational (or tactical) and administrative organizational. The sequence of evolution of the concept of brand management is given. It is noted that the main goals of the brand management concept are to use the potential of the brand, its creation and promotion, interaction with customers, development of brand awareness and an effective communication policy.
Brand management, brand, branding, strategic brand management, operational (or tactical) brand management, administrative organizational brand management, brand image, brand equity
Короткий адрес: https://sciup.org/170182182
IDR: 170182182 | DOI: 10.24411/2411-0450-2020-10945
