PECULIARITIES OF SYSTEM APPROACH TO BRAND MANAGEMENT
Journal Title: Бізнес-навігатор - Year 2018, Vol 3, Issue 46
Abstract
The key principles of brand management are defined. Brand management strengthens general rules and standards of brand management and lays the foundation of effective branding as well. Basing on system approach one can formulates principles of the basic conceptual reasons of the creation of the organizational and economic mechanism of brand capital management: the integrity of the organizational and economic mechanism of brand capital management, at what functionality of all its parts (subsystems) and elements is directed to the common goal facing system. Analysis of branding literature shows that during the last years the growing number of the specialists speak out in favor of the possibility of creating single criterion of effectiveness, although there is still a diversity of approaches to meeting this challenge.
Authors and Affiliations
R. V. Zborovs’kyi
Keywords
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