The development of the brand in today’s competitive environment: theoretical and practical aspects
Abstract
The article discusses theoretical and practical issues of brand development. It is shown that the formation of a system of brand–consumer relations depends on human factors influencing the development of brand symbols as well as the process of promotion and functioning in the market. In particular, in the system of relations “brand–consumer” the main element is a human; therefore, the mechanism of interaction between the brand and the consumer is probabilistic in nature and depends on many factors.
Keywords
brand, competitive environment, consumer market analysis, loyalty
References
- Громова Е., Герасимова М., Упаковка как символ образа жизни // Рекламные идеи. 2000. № 1.
- Башмакова М. Русские заморозки // Новости торговли. 2003. № 7.
- Шет Дж.Н., Парк С.У. Теория многомерной лояльности к бренду. Последние достижения в области изучения потребителей. М., 1974. Т. 1.
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Article Details
Issue
Section
Word of Young Scholars
Publication History
Published
2013-06-05
How to Cite
[1]
Konovalov V.Y., Konovalova E.V. The development of the brand in today’s competitive environment: theoretical and practical aspects // Economics: Theory and Practice. 2013. No 2 (30). С. 81–84. URL: https://etip.kubsu.ru/article/view/114
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Copyright (c) 2013 V. Yu. Konovalov, E. V. Konovalova
This work is licensed under a Creative Commons Attribution 4.0 International License.