THE NEW ECONOMY: THE DOMINANCE OF INTANGIBLE ASSETS FOR BRAND DEVELOPMENT

Aliaskarova Zhamilla A. ()
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Aliaskarova Zhamilla A.: St. Petersburg State University

Annals of marketing-mba, 2017, vol. 3

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.

Keywords: New economy; intangible assets; brand; perceived needs; brand value. (search for similar items in EconPapers)
JEL-codes: D11 M13 (search for similar items in EconPapers)
Date: 2017
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