POSITIONING AND PROMOTION OF INDUSTRIAL BRAND IN THE MARKET OF FINAL CONSUMERS

Averchenko K.S. ()
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Averchenko K.S.: Plekhanov Russian University

Annals of marketing-mba, 2017, vol. 3

Abstract: The article deals with the development of the definition of the brand. Presented a holistic concept of branding in consumer and industrial markets. The essence and differences of branding in the industrial market are revealed from 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: brand; branding; positioning; industrial market; consumer market (search for similar items in EconPapers)
JEL-codes: M13 (search for similar items in EconPapers)
Date: 2017
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