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Theoretical approaches to essence of brand for products of industrial enterprises
Journal: Scientific and practical journal “Economy of Industry” (Vol.6162, No. 12)Publication Date: 2013-06-01
Authors : Voronkova Alla Ezhenivna; Yatsentyuk Stanislav Vasіliovych;
Page : 147-155
Keywords : brand; industrial enterprise; stakeholders; contactor; customer; model;
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Abstract
The theoretical aspects of understanding the essence of the brand of enterprise in historical perspective are considered, and the stages of the brand theory development are defined. The authors’ explanation of the essence of brand based on the analysis of interests of major stakeholders of an enterprise is proposed. The logical model of categorization of industrial enterprise contactors is developed.
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