THE DOGMAS OF BRANDING TO BUILD LONG-TERM RELATIONSHIPS ON THE EXAMPLE OF DOMESTIC TELECOMMUNICATIONS COMPANIES

N. Shiman and M. Rogachev

Business Strategies, 2015, issue 4

Abstract: Possibilities to gain a competitive advantage in the modern world are reduced. Companies succeeded in copying competitors new products. That’s why valuable brand has become a key difference which can’t be copied. To prove that we want to propose a quote by Dave Trott: "Creativity may well be the last legal unfair competitive advantage we can take to run over the competition". In our article we will consider common principles of establishing a strong brand and analyze its efficiency on domestic companies from telecommunication sphere.

Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:aci:journl:y:2015:id:158

DOI: 10.17747/2311-7184-2015-4-6

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