Model of Management of the Company's Brand Capital

Yevtushenko Anna V. ()
Additional contact information
Yevtushenko Anna V.: V. N. Karazin Kharkiv National University

Business Inform, 2013, issue 5, 351_356

Abstract: The article shows the role of the brand capital in modern economic transformations; considers market and social manifestations of the brand capital; reveals and analyses factors of influence upon formation and functioning of the mechanism of management of the company's brand capital; identifies stages of the process of formation of the brand capital; studies interconnection between functions of management of the brand capital; justifies theoretical and methodical foundations of the model of management of the company's brand capital; formulates author's definition of the model of management of the brand capital; offers a model of management of the company's brand capital; and develops recommendations on organisation of management of the company's brand capital.

Keywords: brand; stages of the process of brand capital formation; image; brand capital; model of management of company's brand capital; marketing risks bearers; trade mark; management functions (search for similar items in EconPapers)
Date: 2013
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.business-inform.net/pdf/2013/5_0/351_356.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:idp:bizinf:y:2013:i:5:p:351_356

Access Statistics for this article

Business Inform is currently edited by Ponomarenko Vladimir S.

More articles in Business Inform from RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE), Kharkiv National University of Economics
Bibliographic data for series maintained by Khaustova Viktoriia ().