Model of Management of the Company's Brand Capital
AbstractThe 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 InfoArticle 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 ()
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Web page: http://www.business-inform.net
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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