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Model of Management of the Company's Brand Capital


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  • Yevtushenko Anna V.

    (V. N. Karazin Kharkiv National University)

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    The article shows the role of the brand capital in modern economic transformations; considers market and social manifestations of the brand capital; reveals and analyses factors of influence upon formation and functioning of the mechanism of management of the company's brand capital; identifies stages of the process of formation of the brand capital; studies interconnection between functions of management of the brand capital; justifies theoretical and methodical foundations of the model of management of the company's brand capital; formulates author's definition of the model of management of the brand capital; offers a model of management of the company's brand capital; and develops recommendations on organisation of management of the company's brand capital.

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    Bibliographic Info

    Article provided by RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE), Kharkiv National University of Economics in its journal Business Inform.

    Volume (Year): (2013)
    Issue (Month): 5 ()
    Pages: 351_356

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    Handle: RePEc:idp:bizinf:y:2013:i:5:p:351_356

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    Related research

    Keywords: brand; stages of the process of brand capital formation; image; brand capital; model of management of company's brand capital; marketing risks bearers; trade mark; management functions;


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