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The New Economy: The Dominance Of Intangible Assets For Brand Development

Author

Listed:
  • Aliaskarova Zhamilla A.

    (St. Petersburg State University)

Abstract

The article shows that intangible assets are a critical part of the New economy. In the modern economy is a driver of economic growth has increasingly become a myth, the expression of which is prevailing brand. Note that the importance and significance of a brand lies not only in that it allows you to manipulate consumers and create "imaginary" needs, but also to implement modern tools of proactive marketing strategies.branding in the consumer market and the problem of the absence of the described approaches in the transition from an industrial to a consumer brand is described.

Suggested Citation

  • Aliaskarova Zhamilla A., 2017. "The New Economy: The Dominance Of Intangible Assets For Brand Development," Annals of marketing-mba, Department of Marketing, Marketing MBA (RSconsult), vol. 3, November.
    • Handle: RePEc:mmb:journl:articl_v3_2_17
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    File URL: http://www.marketing-mba.ru/article/v3_17/Aliaskarova.pdf
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    More about this item

    Keywords

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    JEL classification:

    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups
    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory

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