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Assessment of branding effectiveness: functional approach
Journal: Marketing and Management of Innovations (Vol.3, No. 4)Publication Date: 2012-12-12
Authors : D.S. Fayvishenko;
Page : 136-142
Keywords : brand; branding; methodology; principles calculation; theoretical aspects of branding; branding effectiveness; functional approach;
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Abstract
The article describes theoretical aspects of branding, feasibility of functional approach as the methodological basis for evaluating the effectiveness of brand is proved.
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