CHARACTERISTICS OF MODERN INTERNET BRANDING IN UKRAINE
Journal Title: Економіка розвитку - Year 2014, Vol 69, Issue 1
Abstract
Topicality and modern features of Internet branding in Ukraine were justified. Semantic analyses of the concept "Internet branding" was conducted and the author's definition was offered. Categories and types of branding in the Internet were generalized, and its advantages, failings and errors were highlighted. The necessity for the use of Internet branding in the modern marketing of Ukrainian enterprises is stressed. The dynamics of electronic commerce in Ukraine was analyzed as the most widespread category of Internet branding. The causes of Ukrainian customers' transition to the on-line mode were investigated and the number of people in Ukraine, who made purchases or sold over the Internet for the period of 2010 – 2012, is given. Foreign experience and world tendencies in the use of Internet branding are described. The difference between traditional and Internet branding is elucidated.
Authors and Affiliations
O. Nebylytsia , K. Timonin
Keywords
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- EP ID EP131482
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