Abstract

In this article the author generalizes the concept of brand characteristics which influence its profitability and market positions. An approach to brand market positions estimation and defining the strategic targets of its development is proposed. Keywords: brand, brand expansion, brand extension, brand value, brand power, brand relevance, brand awareness.

Keywords: brand, brand expansion, brand extension, brand value, brand power, brand relevance, brand awareness

Cite as: Makhnusha, S. (2010). Brand market positions estimation and defining the strategic targets of its development. Marketing and Management of Innovations, 1, 21-27. https://doi.org/10.21272/mmi.2010.1-02

This work is licensed under a Creative Commons Attribution 4.0 International License

References

1. Brend-kapital: soderzhanie, denezhnaya ocenka i upravlenie [Elektronniy resurs] / Tretyak O.A. – Rezhim dostupa : http://www.marketing.divo.ru/publications/21.html. – Nazva z titul. ekranu.
2. Zozulov O.V. Analiz stavlennya spozhivachiv do torgovelnoyi marki: oglyad suchasnih teoriy i pidhodiv / Zozulov O.V. // Marketing v Ukrayini. – 2002. – no1. – S. 4 – 8.
3. Lamben Zh.-Zh. Strategicheskiy marketing / Lamben Zh.-Zh. – Spb. : <>. – 1996. – 156 s.
4. Lineyno-kompensacionnye modeli [Elektronniy resurs]. – Rezhim dostupa : http://vitawood.ru/referaty-po-ekonomike/689-analizsvojstv-tovarov-s-pomoschjudifferentsirovannojotsenki.html.
5. Makashev M.O. Brend : ucheb. posobie dlya vuzov / Makashev M.O. – M. : YuNITI-DANA, 2004. – 207 s.