DEVELOPMENT OF THE CONCEPT OF MODERN BRANDING: AN EXAMPLE OF ART-MARKET

Koltsova Anna A. (), Starobinskaya Nadegda M. () and Chekmarev Oleg P. ()
Additional contact information
Koltsova Anna A.: St. Petersburg State University
Starobinskaya Nadegda M.: Herzen’s Russian State Pedagogical University
Chekmarev Oleg P.: Saint-Petersburg State Agrarian University

Annals of marketing-mba, 2018, vol. 3

Abstract: This article focuses on the role of branding in modern marketing, the implementation of active marketing strategies using branding and the role of branding in promoting services. The paper discusses the principles of branding based on the implementation of which it is possible to build active marketing strategies on the example of the art market.

Keywords: branding; brand services; art market; art object; art brand; Moses-Mey index. (search for similar items in EconPapers)
JEL-codes: Z11 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:mmb:journl:articl_v3_3_18

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