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  • 标题:Scientific approaches and practical aspects of brand market position estimation (on the example of chocolate and pastry wares industry of Ukraine)
  • 本地全文:下载
  • 作者:S.M. Makhnusha ; S.M. Berezova
  • 期刊名称:Marketing ì Menedžment Innovacìj
  • 印刷版ISSN:2218-4511
  • 出版年度:2012
  • 期号:1
  • 页码:105-113
  • 语种:Ukrainian
  • 出版社:Sumy State University
  • 摘要: In the article the authors specify the concept of branding and its advantages. The modern scientific approaches to brand market position estimation (on the example of national market of chocolate and pastry wares) and analysis of character of its perception by consumer (in particular on the example of trade mark “Roshen) are analyzed.
  • 关键词:brand; branding; strategy; competitiveness; efficiency; mindspace of brand
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