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Features Of The Promotion Of Umbrella Brands In Russia And Abroad

Author

Listed:
  • Ekaterina A.Antineskul

    (PGNIU)

  • Diana A.Matveykina

    (PGNIU)

Abstract

The article gives the concept of an umbrella brand, identifies the strengths and weaknesses of using an umbrella brand. Also, varieties of the umbrella brand are highlighted. The article is devoted to the study of the promotion of umbrella brands in Russian conditions and abroad. The strategies used by companies for effective promotion are disclosed.

Suggested Citation

  • Ekaterina A.Antineskul & Diana A.Matveykina, 2019. "Features Of The Promotion Of Umbrella Brands In Russia And Abroad," Annals of marketing-mba, Department of Marketing, Marketing MBA (RSconsult), vol. 2, October.
    • Handle: RePEc:mmb:journl:articl_v2_2_19
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