title: Evolution of key concepts of brand management
metadata.name: dc.contributor.author
metadata.value: Domnin, Vladimir N.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Starov, Sergey A.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2017-07-05T12:43:02Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2017-07-05T12:43:02Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2017-03
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Domnin V. N., Starov S. A. 2017. Evolution of key concepts of brand management. Vestnik of Saint Petersburg University. Management, 2017, vol. 16, issue 1, pp. 5–32.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: 10.21638/11701/spbu08.2017.101
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/6708
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: Authors using system approach have revealed and analysed the main stages of the evolution of the key concepts of brand management in the conditions of company environment transformation. Key control models of brand management in modern conditions of business dealing, principles of effective realisation of a brand management by brand-oriented companies are analysed. In a context of the considered concepts of brand management the basic objects of management by brands, criteria of branding effectiveness, strategic orientation of brand management are studied. The study provides opportunities of effective brand management in modern conditions. The paper value includes: systematization of process a brand management; understanding of the reasons and conditions of key evolution concepts of a brand management; understanding of essence and specificity of brand management present stage.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Vestnik of St Petersburg University. Management;Volume 16; Issue 1
metadata.lang: -
metadata.name: dc.subject
metadata.value: brand
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: branding
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: brand management
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: principles of brand management
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: brand identity
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: brand equity
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: customer-based brand equity
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: customer-based brand equity assets
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: brand valuation
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Evolution of key concepts of brand management
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 02-Domnin.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/6708/1/02-Domnin.pdf
resources.format: Adobe PDF
resources.size: 440,79 kB