Theoretical fundamentals and models of branding: accounting aspects
Journal Title: Вісник Житомирського державного технологічного університету. Серія: Технічні науки - Year 2019, Vol 87, Issue 1
Abstract
The article deals with the theoretical approaches to branding as the instrument for business management. The economic definitions of the concepts of «brand», «branding» and «trade mark» are made more precise. The brand functions are studied from two viewpoints (the functions for a consumer, and the functions for a long-term and competitive strategy of a producer). The author formulates the principal brand elements providing obtaining goods (services) by a producer, high profits during a long time: identification, differentiation, and the influence upon the consumer’s behavior. Two models describing the structure of typical brand features (the model of four-dimensional branding of T.Ged, and the model of «Brand Wheel») are singled out and discussed. It is examined the accounting reflection of trade marks depending on whether they were received or created in an enterprise. Analyzing different structural models, describing the system of typical brand features, it is established that the most significant elements directly concerning the brand identity are the following: brand values, brand individuality, the type of brand relations with a consumer, and the brand essence.
Authors and Affiliations
V. V. Poplavska
Keywords
Related Articles
- EP ID EP550677
- DOI -
- Views 104
- Downloads 0
Problem of concession accounting in coal mining enterprises
The paper considers the issue of management of property rights for fixed assets. The importance of the documenting process in accounting is established. The problems of accounting for licenses for the extraction of miner...
Modification of steel 35 HL surge current during crystallization
The method of electro steel melt modification 35 HL variable polarity current pulses with a duration of more 10-3s frequency within the 5–33 Hz, 5–24 porosity meanders, strength 30–40 A at a voltage of 180–240 V during c...
A study of the free vibration of suspension rod based on four-stage arm mechanism by using computer simulation
We analyze the current state of the prospects and problems of using computer technology to determine the operating parameters of movement of the vehicle. Scientific works related to the study of the properties of the veh...
Assessment of the impact of high temperature on the facing stone from hard rocks
Samples from two deposits of natural stone, which are located in Ukraine, were experimentally studied. Tests of granite samples were carried out at high temperatures of 300, 500, 700, 900 °C. All presented samples show t...
Determination of the complexity of bus routes under operating conditions
Technical operation, as a subsystem of road transport, significantly influence the efficiency of the transportation process and requires constant perfection, namely due to objective rationing (adjustment) of performance...