Brand management as a component of the modern organization’s competitiveness
The basic consideration of brand management in the context of strategic development of a modern enterprise. Characteristics of the brand as the main consistent set of functional, emotional, psychological and social promises to the target audience.
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The concept of strategic brand management, emphasizes on the direction of brand growth in the long-term prospects. The functions, the basic principles of brand management. Methods and principles, specific models, organizational forms of brand management.
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