Бренды и капитал брендов: что это такое и как ими управлять
Вуд Л.

Управление брендом;
Капитал бренда;
Понятие бренда;
Показатели конкурентного преимущества;
Управление капиталом бренда;

Ключевые слова: капитал бренда, лояльность к бренду, оценка бренда, анализ бренда

Аннотация

Автор данной статьи утверждает, что брендами следует управлять как долгосрочными активами корпорации, имеющими ценность, и предполагает, что для стратегического управления брендом необходим междисциплинарный взгляд, возникновению которого способствует разработка общего терминологического аппарата. В работе устанавливается связь между понятиями и концепциями брендинга и рассматриваются параметры оценки результативности управления брендом.

Журнал: «Бренд-менеджмент» — №3, 2006 (© Издательский дом Гребенников)
Объем в страницах: 11
Кол-во знаков: около 27,485

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Вуд Лайза

Leisure and Food Marketing Division, факультет School of Sport and Leisure Management, университет Sheffield Hallam (г. Шеффилд, Великобритания).