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Creating the effective brand architecture of the enterprise: international experience and Ukrainian practice

Journal: Economics Bulletin of The National Mining University (Vol.37, No. 37)

Publication Date:

Authors : ;

Page : 110-116

Keywords : brand; sub brand; brand architecture; company’s brand portfolio;

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The basic forms, approaches and methods of creation and realization of brand architecture on enterprise were considered. On the basis of defined levels of the brand and types of enterprise’s strategic brand architecture the model of formation and development of enterprise’s brand architecture was offered.

Last modified: 2015-05-08 07:38:45