BRAND MANAGEMENT FOR CUSTOMERS BASED BUSINESS
Аннотация
The mark (brand) reflects the quality of the firm's products. Brand - is the perception of consumers in relation to the company. Therefore, firms tend to create strong brands, develop strategies to increase their shares. It is important to note that in global competition one of the most important aspects of modern marketing is to create a strong brand.
Ключевые слова
enterprises,
brand - management,
brand equity,
consumer,
brand strategy,
marketing,
brand value,
предприятия,
бренд - управление,
марочный капитал,
потребитель,
бренд-стратегии,
маркетинг,
стоимость бренда,
кәсіпорын,
бренд-басқару,
маркалы капитал,
тұтынушы,
бренд- стратегиялар,
маркетинг,
брендтің құны
Список литературы
1. Kerin R. A., Hartley S. W., Berkowitz E. N. & Rudelius W. ‘Marketing’, McGraw-Hill/Irwin, New York, 2006. - p.299-301.
2. Keller K.L., ‘Strategic Brand Management’, Prentice Hall, New Jersey, 2003.- p.175.
3. Armstrong G. & Kotler P. ‘Marketing: An Introduction’ Prentice Hall, New Jersey, 2005. - p. 241.
4. Aaker D.A. ‘Building Strong Brands’ The Free Press, New York, 1996. - p.7-8.
5. Keller K.L., ‘Conceptualizing, Measu-ring, and Managing Customer-Based Brand Equity’, Journal of Marketing Vol.57 (1) 1993. - p.8-9
6. Jones R. ‘Finding Sources of Brand Value: Developing a Stake Holder Model of Brand Equity’, Journal of Brand Management Vol.13 (1), 2005. - p.13.
7. Raggio R.D. & Leone R.P. ‘The Theo- retical Seperation of Brand Equity and Brand Vakue: Managerial Implications for Strategic Planning’, Journal of Brand Management Vol.14 (5), 2007. - p.387-388.
8. Raggio R. D. & Leone R.P. ‘Drivers of Brand Value, Estimation of Brand Value in Practice and Use of Brand Valuation: Introduction to The Special Issue’, Journal of Brand Management Vol.14 (5), 2009. - p.2.
9. Arvidsson A. ‘Brand Value’, Journal of Brand Management Vol.14 (5), 2006. - p.189.
Рецензия
Для цитирования:
. Проблемы агрорынка. 2015;(1):23-25.
For citation:
Chakyr M. BRAND MANAGEMENT FOR CUSTOMERS BASED BUSINESS. Problems of AgriMarket. 2015;(1):23-25. (In Russ.)
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