BRAND DIAGNOSTIC: AN INSTRUMENTAL FRAMEWORK FOR APPLIED RESEARCH
Journal Title: INTERNATIONAL ACADEMY JOURNAL "Web of Scholar" - Year 2018, Vol 3, Issue 2
Abstract
Brand diagnostic is an inseparable part of the activities belonging to the area of marketing management as brand management is one of the important duties of the marketing department. Actually brands are a direct consequence of the target marketing and the strategy of product differentiation of every company. Diagnosing brands is a very complex and sophisticated task for smaller companies which do not have sufficient financial resources to commission a research to marketing consultancy for diagnosing their brands and using the diagnostic results to develop improvements. For this reason the main goals of this paper are: to conduct a preview of the concepts and research about the essence and appropriate components of a model for brand diagnostic and to suggest a structural model composed by a set of indicators for brand diagnostic with the appropriate research methods and metrics.
Authors and Affiliations
L. Anastassova
Keywords
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