?????????? ?????????? ???????????? ? ????????? ?????????? ?? ?????????? // Saving consumer loyalty to the soviet brands in terms of their extension

Natalia Tarasova, Ruslan Moldovanov and Anastasiia Rusanova

The Russian Academic Journal, 2013, vol. 26, issue 4

Abstract:

? ?????? ??????????????? ???????????? ????????????? ????????? ??????? ???????????? ?????????? ? ????? ?????? ??????????. ??????????? ????????? ?????-??????????? ?? ????????? ? ????????? ???????? ??????. ???????????? ????? ? ?????? ??????????? ?????????? ?????. ????????????? ????????? ?????????? ?????? ??? ?????????? ?????????? ?????????? ????????????.

The article focuses on the problems of companies using modern Soviet brands in terms of marketing. It investigates the specificity of brand management in relation to the Soviet brand, determines the pros and cons of a recognizable corporate identity, and analyzes the strategy of brand extension, while maintaining the loyalty of regular customers.

Keywords: ????????, ???????? ?????, ????????? ??????, ?????-??????????, ?????????? ????????????; branding; brands; Soviet brands; brand management; customer loyalty (search for similar items in EconPapers)
Date: 2013-12-01
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