Value based brand management

V. Cherepanov

Journal of Modern Competition, 2007, issue 2, 117-121

Abstract: When the competition is fierce, even the market leaders have to address the rather complex issue of maintaining the leading position. The traditional means (such as the market share increase and the price decrease to enter into the price-based competition) often prove to be inefficient. Today the consumer loyalty is becoming an increasingly important factor contributing to the company success. This is the reason why the competitors have become much more interested in considering such issues as brand management, its value assessment and the brand use as an instrument in the competition.

Date: 2007
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