FEATURES OF THE PROMOTION OF UMBRELLA BRANDS IN RUSSIA AND ABROAD

Ekaterina A.Antineskul () and Diana A.Matveykina ()
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Ekaterina A.Antineskul: PGNIU
Diana A.Matveykina: PGNIU

Annals of marketing-mba, 2019, vol. 2

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.

Keywords: marketing; umbrella brand; strategy; advantages; promotion (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:mmb:journl:articl_v2_2_19

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