Theoretical and practical aspects of brand development strategy in the management of international companies

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The article examines the theoretical components of the brand development strategy of international companies. The concept of strategy, its essence and goals are defined. Practical aspects of brand development strategy are characterized using the example of the luxury goods market. The key elements of such a strategy in modern conditions are highlighted, and the need for its improvement is substantiated.

Brand development strategy, luxury goods market, international companies, consumer needs

Короткий адрес: https://sciup.org/170201330

IDR: 170201330   |   DOI: 10.24412/2500-1000-2023-11-2-17-21

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