Strategic brand management

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The article presents the basic definition of a brand, as well as the definition of a brand by various authors, and indicates the purpose and objectives of strategic brand management. The main brand management strategies are considered - positioning strategy, brand promotion and advertising strategy. Varieties of positioning strategy, brand promotion, advertising strategy, including through creative technologies, are highlighted, and examples are given and discussed.

Brand, strategy, positioning, advertising, trademark

Короткий адрес: https://sciup.org/170201971

IDR: 170201971   |   DOI: 10.24412/2500-1000-2023-11-2-104-108

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