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Brand market positions estimation and defining the strategic targets of its development
Journal: Marketing and Management of Innovations (Vol.1, No. 1)Publication Date: 2010-06-01
Authors : S.M. Makhnusha;
Page : 21-27
Keywords : brand; brand expansion; brand extension; brand value; brand power; brand relevance; brand awareness;
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Abstract
In this article the author generalizes the concept of brand characteristics which influenceits profitability and market positions. An approach to brand market positions estimation anddefining the strategic targets of its development is proposed.Keywords: brand, brand expansion, brand extension, brand value, brand power, brandrelevance, brand awareness.
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