Search academic texts

Information × Registration Number 0213U002868, 0111U000298 , R & D reports Title Forming and development of brand of enterprise is on principles of marketing conception popup.stage_title Head Kudenko Natalia, Registration Date 12-02-2013 Organization Kiev Vadima Getmana National Economic University popup.description2 This research project aims to develop a theoretical basis and methodological principles of brand management in the enterprise on the basis of the concept of marketing, developing methodological approaches for improving the efficiency of enterprises in these areas. The subject of the study is a set of theoretical and applied aspects of the improvement of brand management on the basis of the marketing concept; The object of study is the process of formation and development of the brand on the basis of the marketing concept. The problem, on which solution the project was directed is the need to improve the process of management of brand as a key intangible assets of the company. The project aims to develop areas enhancing the efficiency of the formation and development of the brand based on the concept of marketing. According to the aim the following main objectives are identified: to reveal the role and value of the brand as an intangible asset and the main factor in successful marketing activity; to reveal key principles on the process of branding the company to evaluate the role and effectiveness of marketing communications in the formation and development of the brand, to develop areas improvement of the formation and development of the brand on the basis of marketing tools. Methods. The theoretical and methodological basis of the project is scientific work of domestic and foreign researchers in this field. Legal framework of the study is based on laws and regulations on branding and its components. The survey was conducted by the methods of theoretical synthesis, analysis, economic and statistical methods and specific methods of marketing research. Product Description popup.authors Антонченко Мирослава Юріївна Архіпова Тетяна Василівна Бобрицька Наталія Дмитрівна Данніков Олег Володимирович Кохан Тетяна Миколаївна Куденко Наталія Володимирівна Куденко Олексій Віталійович Овсієнко Наталія Василівна Хмурковський Геннадій Володимирович Шевченко Ольга Леонідівна popup.nrat_date 2020-04-02 Close